NEW YORK — It’s teatime at Coty Beauty USA. The tea being served is white tea, the latest extension to the growing The Healing Garden collection.
Although there is already a green tea flavor in The Healing Garden, Coty executives thought the time was right to add White Teatheraphy.
White tea is getting much attention from beauty marketers and consumers for its antioxidant qualities. And the addition of mandarin flowers, geranium and warm vanilla combine for a new The Healing Garden scent, said to bring forth a feeling of serenity.
"This is all part of our efforts to bring more ‘good for you’ benefits to The Healing Garden," said Anastasia C. Ayala, senior vice president, Global Fragrances for Coty Beauty. She said that in addition to antioxidants to reduce the impact of stress on skin, the scent provokes a feeling of being in a sanctuary. "Consumers are emotionally ready for White Teatheraphy," she said.
According to Kristin Mulvehill, senior marketing manager, white tea is the strongest of all teas and provides consumers with a "sense of comfort." The products bear appropriate names such as Calm Oasis Bath and Shower Gel, Peaceful Haven Body Soak, Blissful Comfort Body Lotion and Perfect Sanctuary Pillow and Room Spray. Unique to White Teatheraphy is a bubble bath soak, which further enhances the "comfort" aspects of the ingredient story. Other The Healing Garden bath products are soaks. "We thought White Tea was the right vehicle for bubbles," said Ayala.
Available on shelves in March, White Teatheraphy is priced between $6.75 for the shower gel and $14.95 for a Complete Retreat Starter Kit. Particularly noticeable is the white-and-clear packaging for White Teatheraphy — a departure from the distinctive colors on existing The Healing Garden items, and an upscale touch for the mass market.
Coty would not comment on sales projections, but industry sources said White Teatheraphy could add as much as $20 million in annual sales to The Healing Garden.
After withering in sales, The Healing Garden is once again starting to sprout. According to Information Resources Inc., which tracks sales in mass-market stores except for Wal-Mart, The Healing Garden sales rose 20.5 percent for the 52 weeks ended Oct. 6 to $51 million. "The Healing Garden is doing very well," agreed Ayala. "We’ve freshened it up, restaged it, added new packaging and flavors to keep the newness." The franchise was boosted by the introduction of The Healing Garden Waters fragrance, which helped lure younger shoppers.Coty officials believe that White Teatheraphy will not cannibalize from existing The Healing Garden green tea users. "The two are very different. Green tea has a very loyal customer base," explained Mulvehill. She said the white tea flavor should deliver incremental sales to the brand.
Also making the garden more fertile has been a move to add more everyday gift sets to the mix. Although dubbed gift sets, the Coty team has found more and more purchases are not solely for gifts. "More people are buying them for themselves," said Jacqueline Singer, group marketing director.
White Teatheraphy will be supported by its own advertising, as well as sampling. Ayala said spending continues to increase behind The Healing Garden.
Coty is also working on new fixtures to create a better ambience for the entire specialty bath department. A retailer, which Coty executives declined to name, is currently testing fixtures created by Coty that mimic the look of a cosmetics pegged wall, with identities created for each different brand. "Right now, bath isn’t a destination, there’s no bath environment. We want to help create that," said Ayala. "It is our responsibility to make the department enticing."
More flavors will be added to The Healing Garden. "There’s still many more ingredients to pick from the garden," said Ayala. However, Coty is also planning to revitalize Calgon in the next year to shore up its sales. According to IRI, for the 52 weeks ended Oct. 6, Calgon sales dropped almost 16 percent. "We have big plans for Calgon," noted Ayala.
Breaking News: @louisvuitton's men's artistic director @mrkimjones is leaving the French fashion house after nearly 7 years. Jones joined Louis Vuitton in 2011, following a three year tenure as creative director of British luxury goods brand Alfred Dunhill. Jones is to exit Louis Vuitton after showing his fall 2018 collection for the brand in Paris on Thursday. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews