NEW YORK -- Three years after introducing his hair care line, Philip B. has turned to the rest of the body with a new bath and body group.
The bath products, called Philip B. Botanical Hair and Body Care, are being launched exclusively by Neiman Marcus, which has carried the hair care line for more than a year. All 27 Neiman's doors will begin stocking the new 12-item collection on Oct. 1.
Nordstrom and a few other select retail accounts also carry the original hair care line, but Debby Eden, a partner in Philip B., said the bath and body collection will be exclusive to Neiman's for at least two years.
"Neiman Marcus is the perfect venue," Eden said. "Customers who understand quality are already there."
Eden said the new products should do $1.5 million to $2 million in retail sales their first year. The hair group has a similar annual volume, she said.
John Stabenau, vice president and divisional merchandise manager at Neiman's, said he expects the collection to be among the store's top three or four bath lines.
Stabenau called Philip B.'s transition from hair to bath and body "natural" and said Neiman's customers will welcome a new premium bath line.
"I know that our consumer understands his products and the fact that his price points are not entry level," he said. "It's a special product. Once they use it, it's a repeat customer."
The bath and body line includes body cleanser, mask, scrubs, creams and lotions; nail and cuticle cream; thigh- and bust-firming creams, and shampoo. The company will add three more items by yearend, Eden said.
Philip B. emphasizes its plant and flower-based ingredients with names like Peppermint Body Lotion with Blue Orchid and Wild Cucumber, and Green Tea and Lime Body Cleanser with Spirulina and Celery.
Philip Berkovitz, the company's founding partner, consulted with a chef while developing the line.
The price points are well above most other lines, beginning at $16 for a 0.5-oz. tube of Vitamin B Nail and Cuticle Creme and climbing to $68 for a 5-oz. tube of Maté Latte Thigh Contouring Creme."People really do want high-quality products," said Berkovitz.
To reinforce their exclusivity, the new items are being packaged in black tubes and bottles with white print, the reverse image of the hair products' white bottles with black print.
In addition to coming out with the bath and body group, Philip B. is supplementing the hair category this fall with four new styling products.
Although Philip B. does not advertise, Berkovitz will promote the items by making a series of appearances at Neiman's in Dallas, Houston, Beverly Hills, San Francisco and Atlanta.
Philip B. will donate $5 from every sale of the nail and cuticle cream to the Pediatric AIDS Foundation during the life span of the product. In addition, during the launch period, the company plans to give $1 from the sale of each of the other products in the line to Pediatric AIDS.
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