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.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast