NEW YORK -- Erno Laszlo wants women to get with the program.
With that in mind, Laszlo is launching an alpha-hydroxy acid product called AHa Revitalizing Complex, at the end of April.
Debra McDonough, vice president and general manager, said the company, a division of Unilever, wants the item to reach new consumers as well as women who have strayed from the complete treatment program, which consists of six to eight steps for morning and night.
In an attempt to draw customers into the full program, Laszlo will offer a kit of the regimen for $50 during the AHa launch period. The kit, containing travel-size products, will be available in seven skin types.
Because of its function as an enticement to use the rest of Laszlo's products, McDonough described AHa Revitalizing Complex as the prestige treatment company's "most important new skin care product in many years."
It should become the company's best-selling item, McDonough said, accounting for 20 percent of the business.
She declined to discuss dollar figures, but industry sources put Laszlo's annual sales at about $18 million wholesale. AHa would then do $3.6 million.
The product, which will be positioned as a night treatment for all skin types, will be launched in all of Laszlo's 350 doors, including Saks Fifth Avenue, I. Magnin, Neiman-Marcus and Bergdorf Goodman.
It will be sold in a silver box of eight 0.1-oz. bottles, each a week's supply, at $95. AHa contains a combination of alpha- and beta-hydroxy acids, which Alan Meyers, director of treatment and color cosmetics, said is more comfortable for sensitive and allergy-prone skin than some other acid-based lotions on the market.
Meyers said the company opted to package the product in one-week bottles because "consumers like having some method of tracking their progress."
As a launch gift-with-purchase, Laszlo will offer a three-week trial supply, sleeved with the eight-week product.
AHa Revitalizing Complex is the first in a series of new products slated to be introduced over the next couple of years, Meyers said. Upcoming items include an anti-blemish product and one for sebum control, he said.Laszlo, which until recently was up for sale, will also undertake its first print advertising campaign in several years with the AHa launch.
McDonough declined to reveal the size of the ad budget but said it would hit about 25 percent of AHa's net sales. That would put it at about $900,000.
The campaign, which centers around a product shot, will break in May issues of women's and regional magazines, McDonough said, as well as in other publications with the right demographics, such as Bon Appetite and Gourmet.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty