NEW YORK — Tiffany & Co. is taking its concept of luxury into the bath with a Tiffany Spa Collection launching in June.
The five spa products have lower price points and a lighter fragrance than the Tiffany fragrance and ancillary bath line, according to Susan Sussman, vice president of Tiffany’s fragrance and trade divisions.
“I think we’ll reach a broader market with this,” Sussman said. “It is targeted at the current customer plus the new customer who can come into a very affordable luxury.”
Sussman declined to discuss volume projections for the Spa Collection, but industry sources said the line should do about $1 million wholesale in 1994, powered by an advertising and sampling budget of more than $500,000.
The ad campaign, which will emphasize the Spa Collection’s botanical ingredients, is slated for women’s fashion and health magazines.
While the Tiffany fragrance range opens with a 1.7-oz. eau de toilette for $45, the opening price point in the Spa Collection is $15 for the Purifying Body Soap. The other products in the line are a Conditioning Shampoo and a Refreshing Body Mist, each in a 5-oz. bottle for $25; a 5-oz. Smoothing Body Scrub for $30, and a 5-oz. Hydrating Body Milk for $40.
The Spa Collection differs from the Tiffany bath line, Sussman said, in its botanical base and treatment orientation. The new products contain ingredients such as chamomile, sea kelp, linden flower and aloe.
The line, which uses Tiffany’s signature blue hue, will be launched in the company’s full fragrance distribution of 450 doors in the U.S.
Sussman said the Spa Collection will roll out to Tiffany’s worldwide distribution — about 3,000 doors — probably in the fall.