NEW YORK -- Natural Recipes Perlier will attempt to capitalize on the popularity of vanilla with the July launch of Les Iles Vanille, the brand's third bath and body line.
The five-item collection, which will be rolled out to around 500 doors by the end of the year, consists of moisturizers, creams and soaps, each imbued with a vanilla scent.
Perlier's first two fragranced bath and body lines -- Honey and White Almond -- also fall into the single, edible-note category.
"There is a tremendous consumer interest in vanilla," said Francesco Borghese, president and chief executive officer of La Parfumerie, which distributes Perlier in the U.S. "It may have started first in France a couple of years ago, which is why this product was originally going to be launched there first.
"But we wanted to take advantage of this trend as well, so we're going to launch it here at the same time. Coty already proved that the trend exists here," he noted, speaking of Coty's Vanilla Fields fragrance, a big hit in the mass market last year.
"This goes well with the other two lines," Borghese continued. "It has a natural appeal. It also smells like something you can eat. Consumers seem to like these qualities."
Perlier's Honey line was launched more than 10 years ago, while White Almond followed a few years later. According to Borghese, the Honey and White Almond lines together had a volume of around $15 million at retail last year.
With the addition of Les Iles Vanille, he projected 40 percent gains overall this year for Perlier, meaning sales in the $21 million range.
"We've been seeing some nice, steady growth," said Borghese. "But we don't anticipate anything big or noisy. We'll grow this new brand like the others, in a slow and steady way."
The new line will receive the bulk of Perlier's promotional efforts this year. Aside from a small amount of print advertising, the products will be sampled in-store and will be pushed through special offers in remittance envelopes and catalogs.
"We treat these lines like cosmetics lines," said Borghese. "We'll have our own in-store personnel to sample and explain the products."The Les Iles Vanille collection includes a 16.8-oz. bath and shower cream for $27.50, an 8.4-oz. version for $17.50, an 8.4-oz. body cream for $21, an 8.4-oz. liquid soap for $12.50 and an 8.4-oz. pump version of body moisturizer for $25.
The products will be introduced in Perlier's limited distribution, which includes Saks Fifth Avenue, Neiman Marcus, I. Magnin, Bloomingdale's and Lord & Taylor, among other stores.
Perlier will soon be coming out with more single and edible-note based bath and body products, though this time the scents will be fruity.
Borghese said he plans to launch six lines under one umbrella, with each bearing the fragrance of a different kind of fruit.
"It should fit in nicely with our concept," he said.
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye
“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
25-year-old @samweaving is about to break out this fall, starring in Netflix’s horror film “The Babysitter,” fittingly out today on Friday the 13th. That’s not the only place you’ll be seeing her, though — Weaving’s got a role Showtime’s “SMILF” and another alongside Frances McDormand and Woody Harrelson in “Three Billboards Outside Ebbing, Missouri.” Though she’s got a full plate at the moment, there’s one role she’s got her eye on: Marilyn Monroe. “I’m a little too young at the moment, but it’s on my bucket list,” the actress told WWD (📷: @dandoperalski) #wwdeye
BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye
Did you know: @carlychaikin of "Mr. Robot" has been painting for about a decade? The actress, who plays Darlene on the show, is a self-taught artist who lists Salvador Dalí and Chuck Close as some of her idols. Chaikin told WWD that painting is a form of meditation for her — A much-needed one given the intensity of "Mr. Robot." See a piece Chaikin is working on at WWD.com (📷: @jilliansollazzo) #wwdeye