NEW YORK — Le Mystère LLC, the upscale lingerie marketer, has entered the beauty game.
The firm introduced late last month a line of four skin care products called Le Mystère Skin at Bloomingdale’s 59th Street location.
“The whole thing is gaining momentum,” the brand’s founder and chief executive officer, Michael Rabinowitz, said of the initial launch of the line during a recent interview. “It’s doing very nicely. We’re very pleased with the start.”
While he wouldn’t talk numbers, Rabinowitz said the line is meeting expectations so far. Based on early results, the Le Mystère Skin line could generate first-year retail sales in excess of $500,000, according to industry sources.
“We think it will increase our business dramatically,” said Rabinowitz.
Plans call for Le Mystère Skin to be carried on an exclusive basis at Bloomingdale’s for six months, after which “we hope to sell it to the stores that sell the Le Mystère lingerie brand,” said Rabinowitz.
He noted the Le Mystère lingerie business comprises more than 1,000 doors in the U.S., including Nordstrom, Neiman Marcus, Saks Fifth Avenue and Bloomingdale’s.
The Le Mystère Skin collection, which targets women 25 years old and up, includes Moisturizing Day Cream and Active Nourishing Night Cream, both 1.7 oz. for $110; Active Face Serum, 1 oz. for $125, and Eye & Neck Cream, 1 oz. for $120.
The items are designed to diminish the appearance of wrinkles, smooth and improve skin texture, soothe irritation to improve the appearance of under-eye puffiness and help repair the skin.
Le Mystère Skin features a key ingredient called bovine colostrum, which is a milk cows secrete right after giving birth that contains high levels of protein and antibodies. The antibodies in the products help “clear the skin,” said Rabinowitz, who added that the “silky, light” formulations feature a subtle fragrance.
Rabinowitz decided to do a skin care line when his Israeli cousin, a woman in her 60s, told Rabinowitz about her dermatologist. The doctor, based near Tel Aviv, gave her a cream that “cleared her face,” Rabinowitz. “The dermatologist found a way to take colostrum and mix it into cream and make it work.”
This story first appeared in the October 19, 2007 issue of WWD. Subscribe Today.
In addition to targeting upscale specialty stores with Le Mystère Skin, Rabinowitz also sees spa distribution as a possibility.
Internationally, Le Mystère lingerie is carried in cities such as London, Moscow and Beijing, as well as in countries such as Australia, Canada and Iceland.
“With the skin care line,” said Rabinowitz, “we hope we will meet” the same distribution network.