Soap & Glory Spa, a nine-unit bath and body line, was rolled out to stores in the U.K. last month.
Marcia Kilgore, the brand's founder and creative director, said the new collection is meant to complement the one-year-old Soap & Glory line, which is known for its quirky retro graphics and cheeky pun-filled product names.
While the original line's packaging is mostly pink, the Spa collection's bottles and jars feature blue hues and a variety of fragrances.
"Our original line is a little more girly. It's perfume-y," said Kilgore. "It doesn't necessarily take advantage of our ingredient expertise, and quite frankly, I love working with really rich scents and gorgeous colors and wanted to do something a little bit more unisex that appealed to people that the pink line didn't."
While Kilgore was inspired by tabloid headlines for the original line, she had a Fifties diner in mind while working on Soap & Glory Spa.
"I still love the retro angle, we just wanted to make it a little bit more utilitarian," she said. "I wanted to do spa in a slightly more 'poppy' way."
Kilgore's signature fun take on beauty permeates the line's copywriting and product names. A body contouring gel, for example, is called The Firminator and a body wash is dubbed Wash Almighty. A label for Clean of England body wash, which sports a British flag and a crown, reads: "Survey says 73 percent of French citizens still refuse to acknowledge the Clean of England."
Some products focus on food elements, such as Peachy Cream Big Butter (whose label asserts that it has fewer calories than regular butter) and Jam Session Cleansing Jelly, which includes blueberry oil.
The line, which has slightly higher price points than the original one, ranges in price from 5 pounds, or $10.19 at current exchange, for a 500-ml. pump bottle of Clean of England, to 10 pounds, or $20.38, for a 200-ml. tube of Heel Genius Foot Mask.
"Our original line is really scent and graphics based with fun but relatively simple formulations," said Kilgore. "Soap & Glory Spa is scent, graphics and ingredient focused, so the cost of goods is a little higher and hence the slightly steeper retail."Industry sources estimate Soap & Glory Spa could generate sales in the region of 3 million pounds, or $6.11 million, in its first year.
The line had a soft launch in Harrods in August, bowed in Harvey Nichols in early September and was rolled out to Boots the Chemists stores. It could go to the U.S., where the original line bowed in Target stores last month, next year.
For Kilgore, the spa line is a return to source of sorts, as she first made her name in the beauty industry when she founded Bliss spa, which is now owned by Starwood Hotels and Resorts.
"It's always hard to have a new line compared to your first project, especially if that first project was successful," said Kilgore. "So I'm keeping my fingers crossed."
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