NEW YORK — With an attractive facial care business in place, Olay’s New Year’s resolution is focused on enhancing its body image.
In February, the Procter & Gamble beauty brand aims to broadly enter the declining hand and body lotion category with Olay Quench, a four-item line said to “break the cycle of dry skin.”
Olay intends to bolster the category the same way it has revved up mass skin care with Total Effects and Regenerist, declared Michael Kuremsky, general manager of Olay for North America. Sales in the hand and body lotion category have slipped 4.5 percent to $743.4 million for the current period (excluding Wal-Mart), according to Information Resources Inc.
Olay has made inroads into body care with brand extensions such as Total Effects antiaging body lotion and, more recently, Olay Moisturinse, a moisturizing lotion that is applied in the shower. Since it bowed in June, Moisturinse, which is sold in the body wash aisle, has generated $3.4 million in sales in mass-market retailers (excluding Wal-Mart), according to IRI.
While Total Effects and Moisturinse target two niche segments, Quench is intended for the masses. “The body care category is a wide-open frontier, and now we have the consumer proposition with Quench to really go after it,” said Kuremsky. P&G would not break out sales, but industry sources estimate Quench could generate $50 million to $60 million in sales, enough to earn a spot among the top five brands in a category lead by players such as Vaseline, Nivea and Aveeno.
According to P&G consumer research, 80 percent of women have dry skin, and more than 70 percent report they are dissatisfied with their current body lotions.
Enter Quench. Its mission is to encourage loyalty in a category where consumers are notoriously fickle. “We are going to break the cycle of dry skin. To do this, we looked at the science behind what causes the dry skin cycle to make a continuous loop, and why current lotions approach it superficially and simply temporarily diffuse it,” said Kuremsky.
After four years of research, P&G said it has cracked the code of dry skin. According to Olay, Quench relies on an amino vitamin complex to do four things: hydrate skin, renew it by removing older skin cells, replenish moisturizing agents like humectants and repair skin’s lipid or moisture barrier against environmental conditions. This cycle of hydrate, renew, replenish, repair, is what will make skin healthy and radiant, explained Kuremsky.Quench is said to reduce the appearance of dry skin within one week, but users will notice a difference the first time they use it, according to Sherrie Kinderdine, senior researcher for Olay Skin Care. “Women have to notice a benefit right away to stay encouraged and want to continue using the product,” she said, adding that the formula contains a blend of powders that have a “ball-bearing” effect and glide over skin.
Quench, housed in lilac bottles, is available in three formulas: extra dry with shea butter, normal to dry with chamomile and sensitive with aloe vera. The lotions also come in three sizes: 8.4 oz. for $4.99, 13.5 oz. for $6.99 and 20.2 oz. for $8.99. The two largest sizes have a pump applicator. “We know that consumers like to buy body lotions in bigger sizes and that they also want good value. We are giving them tremendous value in terms of the offering and middle of the market pricing,” noted Kuremsky. Quench Rapid Repair Hand Lotion with jojoba oil is available in one formula and one size with a suggested retail price of $4.99.
Advertisements will break in January and rely heavily on print ads in beauty and fashion books. Olay will supplement television and print ads with direct-to-consumer efforts that will include sampling on olay.com. It also will dole out samples to consumers in the store. “The in-store component of our launch is a significant pillar. We have worked broadly with retailers to create end-aisle displays, and have worked in a customized fashion — retailer by retailer — for specialized plans, such as in-store demonstrations,” said Kuremsky.
“This is a big launch for us on the scale of several of our recent face care launches,” said Kuremsky, adding, “so you can expect that level of support
“We are getting into the hand and body lotion category with Quench, and we are doing it in a way to build Olay as one of the anchors in this category over time,” added Kuremsky.
“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