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Reaching for the Sun

NEW YORK -- Princess Marcella Borghese, which was founded as a makeup line in the late Fifties, will launch its first group of sun products next month.<BR><BR>The three-item collection, called Solare Superiore, will fall under the umbrella of Terme di...

NEW YORK — Princess Marcella Borghese, which was founded as a makeup line in the late Fifties, will launch its first group of sun products next month.

The three-item collection, called Solare Superiore, will fall under the umbrella of Terme di Montecatini, Borghese’s treatment line. It will be sold in the brand’s 900-door department store distribution.

Linda Quinn, vice president of marketing at Halston Borghese, said sun care was added to make Borghese a “full-service” skin care line.

“Everybody’s got sun,” said Quinn. “It actually looks like we’re a little late for someone with department store distribution. We thought it was time, because treatment consumers are the most loyal. They want to be able to get everything in the same place.”

“We needed this to fill out the regimen,” said David Horner, president of North America at Halston Borghese. “We want to clarify our position and our point of difference, which is being the world’s only full-line Italian prestige company.”

Horner said the line should account for 5 to 10 percent of Borghese’s volume, which sources estimate at $70 million at wholesale. Using this estimate, Solare Superiore could do up to $7 million this year.

The three products in Solare Superiore are a self-tanner with SPF 15, a sun lotion with SPF 15 and After Sun Soother, a gel with aloe vera. All three will retail for $18.50 for five ounces.

According to the company, the products use botanical ingredients to moisturize the skin and ease irritation.

“We didn’t want to have an inordinately complex line,” said Quinn, who predicted the self-tanner will be the bestseller. “A woman doesn’t want to have to use six products to go out in the sun.”

To coincide with the sun care launch, Borghese has reformulated its Lip Treatment Moisturizer with SPF 15 and Cura di Vita with SPF 15 facial moisturizer, and will introduce a new makeup item, Powder Milano Bronzer. Each of the items will be cross-merchandised with Solare Superiore at store counters.

The company has added a mention of the sun line to the end of its radio campaign for the treatment line, and the new version will begin airing in May. The sun line will also be promoted through co-op newspaper ads.

A direct mail campaign, starting in early May, will include a 1-oz. sample of the self-tanner. The company plans to distribute seven million samples by the end of May.

Noted Quinn, “We want to sample as much as possible before the real sun season kicks in.”