LONDON — Her intimates collection has already become a commercial success in the lingerie world, and now Elle Macpherson has extended her eponymous brand a step further. She’s set to launch The Body Collection, a 14-piece bath and body line.
“I’d had the idea for a long time, but was waiting for the right people to do it with,” Macpherson told WWD in a telephone interview, adding that a bath and body line was a natural evolution from her lingerie range.
“Both [lingerie and body products] are about women feeling good about themselves, and empowering them in their femininity,” she added.
Macpherson has signed a deal with U.K.-based Meller Beauty, part of Meller Holdings, to produce the line, which will launch in the U.K. in September. The line will be available at Selfridges and the drugstore chain Boots.
Prices range from about $8 for the Purifying Hand Wash (250 ml.) to $18 for the South Pacific Warm Sea Salt scrub (650 g.). Meller estimates first-year sales will be more than $5 million.
Macpherson eventually plans to distribute the range in the U.S. and Australia, although no launch dates have been set.
The range is based around Macpherson’s favorite notes, including lime, mandarin and vetiver, and includes wild honey and vitamin E. Products include Fruit and Honey Exfoliator, the Perfect Day Cream and Emergency Repair Balm, which Macpherson says is one of her favorite products. She said it’s suitable for “cuticles, hair and body.”
As with her lingerie line, Macpherson was involved in testing the products. “I’ve tested all the formulations on myself. I went through about six different formulations of each product before I was happy with the result,” she said.
Macpherson said she has no plans to extend the range beyond the 14 products, but she did not rule out fragrance for the future.
“There are lots of things I could do with the brand, including a fragrance, but I’m not concerned with expanding it too quickly,” said Macpherson. “I’d rather make sure the line is about good-quality, affordable products that do what they say they’re going to do.”
This story first appeared in the July 15, 2005 issue of WWD. Subscribe Today.