Le Petit Marseillais is sailing into the U.S. market.Parent company Johnson & Johnson started rolling out product earlier this year and is launching an exclusive collection with Wal-Mart this month. In France, the brand is a hit. According to Nielsen, Le Petit Marseillais was the number-one body wash brand in France last year with a 17 percent market share. Johnson & Johnson is hoping it will have a similar popularity Stateside.“Given the popularity [here] of things that are French, we think consumers are going to embrace it,” said Dawn Kidd, senior marketing director at Johnson & Johnson.After acquiring the brand in 2006, Johnson & Johnson focused on rapid expansion throughout Europe. Le Petit Marseillais is now available in 23 European and Middle Eastern markets, its biggest aside from France being Russia, Turkey and Switzerland. “Now that we’ve really developed the brand fully [in Europe], we’re really looking to make it big in the U.S.,” Kidd said.Le Petit Marseillais is rooted in an ingredient story that takes inspiration from Provence, featuring regionally inspired scents such as Lavender Honey and Orange Blossom. Natural ingredients such as aloe, argan oil, marine minerals, beeswax, sweet almond, Mediterranean algae and olive oil are utilized in the formulations. The hero product is body wash, but there are also hand creams, body milks and balms and hand soaps, along with an olive-oil-based bar soap the brand is known for. Prices range from $4.99 to $6.99 for body washes. At Wal-Mart, the collection's prices run from $3.99 to $7.97.A selection of five washes rolled out to mass U.S. retailers in January, including CVS, Walgreens, Target, Amazon, Wal-Mart and Jet.com. This month, an exclusive assortment of the brand’s other body-care products, including an exclusive body wash scent — Mandarin Lime — will launch in Wal-Mart’s specialty bath section.Johnson & Johnson is relying on a digital and mobile-based campaign to generate buzz, tapping influencers such as Love Taza to promote the brand’s entry into the U.S. via their social channels.“For the U.S. [mass] consumer, the French lifestyle is seen as having great values, very focused on family, a love of nature, and there’s a sophistication about [French people],” said Kidd, who noted the appeal of Le Petit Marseillais is its sensorial and experiential qualities. “All of these things appeal to consumers who have traveled to France, or wish that they could.”For Johnson & Johnson, Le Petit Marseillais could be a boon to its U.S. body-care business. According to IRI data ending the last 52 weeks ending Feb. 19, Johnson & Johnson is just barely trailing front-runner Kao in the hand-and-body lotion category, holding 13.5 percent market share compared with Kao’s 14.2 percent.
Supermodel @helenachristensen teamed up with longtime friend and designer @camillastaerk on a joint @paredeyewear collaboration. The lineup features three styles and 11 offerings, all of which embody a vintage feel. Get all the details on how they celebrated the collab on WWD.com. #wwdaccessories #wwdeye (📷: @slovekinpics)
“It’s a hard industry to keep motivated, as well, so finding different subjects and people is what makes it worth it – when you’re like, oh, I’ve met great people, I feel like I’ve done something good, and I feel proud of having done this,” said French actress Stacy Martin on being grateful for the variety of roles she’s take on. Read @ktauer’s full interview with Martin on her her latest film “Godard Mon Amour.” #wwdeye (📷: @danieldorsa)
After showing in front of the Eiffel Tower for his last two women’s ready-to-wear collection, it looks like @anthonyvaccarello may be heading to the Big Apple. Sources say the designer will stage his next @ysl show in NYC on June 6. Get all the details on WWD.com. #wwdnews #wwdfashion (📷: @aitorrosasphoto)
EXCLUSIVE: Two and half months after John Targon, cofounder and codesigner of Baja East, was hired as creative director of the contemporary division at Marc Jacobs, he has left the company, WWD has learned. Marc Jacobs International, which is owned by LVMH Moët Hennessy Louis Vuitton, confirmed Targon’s departure in a statement: “John Targon is a talented designer and we appreciate the work he has done here. Ultimately working together did not make sense for the brand and we wish him the best.” Read the story by @jessiredale, link in bio. #wwdnews
@theluxurycollection is officially launching a collection, tapping Sofia Sanchez de Betak for the capsule. Over 30 styles will be featured in the Chufy x The Luxury Collection, debuting next month at Bergdorf Goodman, The Webster, FiveStory and more. De Betak, known as “@chufy,” drew inspiration for the collection from her trips to Japan in the past year #wwdfashion
@lhd, founder and CEO of @thewebster, has teamed up with @lebonmarcherivegauche for the European launch of her ready-to-wear line, LHD. The launch will come with an exclusive pop-up opening today that’s set to run through May 20. Located on the second floor, it carries her debut Miami-themed resort collection, launched in November as see-now-buy-now. #wwdfashion