NEW YORK — Doctors Katie Rodan and Kathy Fields are embarking on what Rodan called “the most selfish line we’ve produced.”
Anti-Age, the fourth skin care regimen to be created by the duo’s Rodan and Fields Multi-Med Therapy, is intended to address collagen loss, wrinkles and surface skin damage and is launching in stores this week. The Anti-Age lineup is the first regimen to be introduced since the Estée Lauder Cos. acquired the company in July 2003.
“This line is my birthday present to myself,” cracked Rodan, who will celebrate a milestone 50th birthday in June. “I want to delay the knife as long as possible.”
And the introduction is also a natural given the Rodan and Fields’ core message of problem-focused skin care, said Shashi Batra, the brand’s general manager. The brand’s other three regimens target acne, basic care and brown spots/fine lines.
The Anti-Age regimen consists of three products. Wash, an exfoliating facial cleanser, contains acetyl glucosamine and polymer-wrapped exfoliating grains, as well as kaolin and bentonite to “wake up the epidermis,” said Rodan. Facial Toner, explained Fields, uses creatine and exfoliants to boost skin’s repair processes and Melaslow, a proprietary brightener, to improve skin’s texture and clarity. “Many women think that toners strip the skin, but this doesn’t,” said Fields.
The star product is Anti-Aging Facial Cream SPF 15, a deep hydrator that uses hexa- and polypeptide fragment technology, explained Rodan. “When your skin is burned or gets cut, your skin produces peptide fragments naturally, tricking the fibroblasts in the skin to produce collagen,” she said. “Through a proprietary ingredient called False Alarm Technology, we’ve mimicked that process.” The cream also includes a host of antioxidants and sodium hyaluronate for moisture.
Packaged together, the three-step regimen retails for $135. The products are also available individually; the facial cleanser retails for $35, the toner for $40 and the cream for $90. Used twice a day, the products last about two months, said Batra.
The regimen is expected to appeal to a wide age range, said Rodan. “This is a super-infused cocktail that will improve skin for women of all ages,” she said, adding that its entry consumer will likely be about 25 years old. However, added Fields, “it could easily be used by a woman in her 60s or even 70s.”Industry sources estimate that the line could do about $5 million at retail in its first year on counter.
An aggressive sampling campaign — upward of 30,000 sets of a seven-day regimen — is planned, said Annie Jackson, the brand’s executive director of marketing.
Rodan and Fields products are currently available in about 20 specialty store doors, including selected Nordstrom and Marshall Field’s as well as The Studio at Fred Segal in Santa Monica, Calif., and Henri Bendel in New York. While Batra feels strongly about growing very carefully, he said that he could see adding as many as 30 more doors by yearend.
As well, the brand’s existing three regimens have been renamed, “more in line with what their mission is,” said Batra. Calm, the acne line, is now Unblemished (also the title of the doctors’ book); Radiant, the brown spots/fine lines collection, is now Reverse, and Compounds, the basic care line, is now Essentials. Updated packaging is already being rolled out.
The doctors, who remain in private practice, are now turning their attentions toward finessing an Anti-Age eye cream that will launch in August. They joke that their offices are fertile grounds for product ideas.
“I always wanted to have a doctor in the family,” said Leonard Lauder with a laugh at a celebratory cocktail party Tuesday night that included group president Patrick Bousquet-Chavanne. “Now we have two.”
Lauder, who had just arrived from attending sales meetings in Florida for the Estée Lauder and Clinique brands, seconded a remark made by his brother, Ronald, that Rodan and Fields represents the “biggest idea” in the Lauder arsenal. “Tonight we’re witnessing history,” Lauder declared.
“What he has done at Vuitton is really exceptional,” said @gameofthrones’ actress Gwendoline Christie on @mrkimjones’ final show for @louisvuitton. “He has rebooted luxury in terms of making it commercial, viable and contemporary. And most importantly artistic. He has never compromised his artistic vision for the sake of commodity.” (📷: @zefashioninsider)
After seeing a demand for men’s wear from its customers, British contemporary women’s wear label @ariesarise has added a men’s wear component and will launch a unisex collection with @mrporterlive. The 20-piece collection includes jackets, denim, logo T-shirts and more with deconstructed ‘90s vibes. Set to launch on January 18, you can shop the pieces on Aries’ website and on mrporter.com. #wwdfashion
“And so spending so much time with a character who thinks like that, inevitability you try and analyze yourself and go back and think about your own demons and dark chapters that you had in your life,” says @thedanielbruhl of his role in TNT’s “The Alienist.” The show, set in the Gilded Age of New York, also stars Dakota Fanning and Luke Evans. Head to WWD.com to read about how 39-year-old Brühl prepared for the role and why he thinks the show is so relevant to today #wwdeye ( 📷: @Eriktanner)
Now that Celine Dion’s collection has topped $10 million in sales, the pop superstar, fashion icon and newly-minted industry player is eyeing growth in Asia. Read the full report by @tiffanyap, link in bio. #wwdnews #celinedion
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
Among the familiar faces at @off____white’s show was a surprise figure: Japanese artist @takashipom, pictured here on Wednesday morning. Other show-goers included @jerrylorenzo, who spoke about his upcoming project: a @nike collaboration for back to school, with designs inspired by his childhood on the West Coast. Sitting in the front row were Future, Don Crawley, @miguel and more. See the rest of the photos on WWD.com #wwdeye (📷: Stephane Feugere)
According to @laurentsai, former “Terrace House: Aloha State” cast member, she didn’t know she was auditioning for the Japanese version of “Real World.” “I was telling a couple of my friends and someone’s like, ‘That sounds a lot like Terrace House.’ I was like, ’No it can’t be.’” Turns out, it was. But Tsai isn’t just a reality star — she’s an illustrator who has worked with Starbucks Japan and most recently, she’s dipping her toes into the fashion world. Head to WWD.com to read about her time on the show, modeling and her art. #wwdeye (📷: @danieldorsa)
More changes are coming to New York Fashion Week: Beginning with the spring 2019 collection, @alexanderwangny will move his New York show to June from September, adopting a biannual schedule with collections shown in June and December. Additionally, the @cfda is planning for an official summer/winter fashion season taking place as soon as June and December 2018. Read more about the upcoming changes on WWD.com. #wwdnews #wwdfashion (📷: @slovekinpics)