NEW YORK — The antiage craze has trickled down to an old standby beauty brand best known for its cocoa butter stretch mark remedies.
E.T. Browne, the makers of Palmer’s skin and hair care products, has launched an antiaging line under Palmer’s Skin Success brand, a four-item line of antiaging formulas made with botanical extracts and natural antioxidants. Palmer’s decided to enter the antiage arena after a survey the company conducted showed how unwilling many women are to have invasive procedures to help them look younger.
“Out of 500 women, 86 percent said they were not willing to get an invasive procedure to get rid of wrinkles,” said Rebecca Brown, director of marketing.
The survey also showed that 62 percent of women are willing to spend up to $50 for an antiaging cream, and when presented with a high-quality product at “real world” prices, they’ll try one.
Indeed, the Palmer’s brand brings credibility to the company’s entry into antiage, especially with its ambitious claims on packaging.
The Face Lift Serum, for example, claims to “help lift and firm sagging skin,” and will provide “instant visible results.” The Age Spot Serum is designed to “lighten age spots, freckles, melasma and dark spots,” while the Skin Stress Cream “calms redness,” and the Crow’s Feet Serum “helps firm and lift eye area.” A kit combines mini sizes of all four items. Each kit retails for $14.
The Skin Success antiage line entered 1,500 Wal-Mart doors in January to great success. As a result, it will enter 250 Target doors and several hundred drugstore doors in May.
TV and print ads have been slotted for the end of March and the beginning of April. E.T. Browne looks to spend as much as $4.7 million. Brown expects the Skin Success antiage collection to generate $9.25 million its first year on shelves.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews