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Moroccanoil is courting consumers from head to toe.
The argan-oil-infused hair care brand will branch into body care this April, and industry sources believe Moroccanoil for Body — a collection of five Mediterranean-inspired stockkeeping units — could generate $10 million in its first year.
“It all started with creating lotions for the body that had the signature Moroccanoil scent,” said Carmen Tal, Moroccanoil’s co-founder. “People have been so attracted to the fragrance and high performance of the line, this was the inevitable way to go.”
Like its hair care range, each body product contains a blend of ingredients that works together with argan oil for “optimal performance.” Argan oil is indigenous to Morocco’s Atlas Mountains; the argan trees from this particular region are said to produce the highest-quality oil, which is extracted from the plant’s fruits.
“When we first started, it was a revolutionary idea to use oil in the hair,” said Tal, who founded the company in 2006, after discovering a restorative argan-based hair treatment in Israel. “We always had passion and belief in our product.”
The upcoming body care line consists of a scrub, moisturizer, hydrating treatment, hand-and-nail cream and skin-softening body soap. Among the ingredients used in the alcohol-free, antioxidant-rich formulas are orange peel, sesame oil, sweet almond oil, organic chamomile water and mango butter. Each product — said to improve skin texture and tone — is scented with one of three aromatherapy-based fragrances, namely honey-lavender, orange peel and the classic Moroccanoil scent.
“We’ve been very careful to only bring products that perform,” said Tal, whose inspiration for new launches came from beauty treatments she discovers while traveling the globe.
True to Moroccanoil’s current line, packaging for the body collection interprets the landscapes and culture of the Mediterranean — turquoise for the sky and sea, orange for the argan oil, brown for the earth and white to symbolize the “purity of the ingredients.”
In April, Moroccanoil will also roll out three therapeutic spa treatments, which utilize the Body Soufflé and Intense Hydrating Treatment, to at least 100 salon partners.
“The products are incredible for massage therapists,” said Tal. “They immediately know they want to work with the them.”
For the first six months, Moroccanoil for Body will be available in the U.S. and Canada at select spas, including Canyon Ranch, Four Seasons, Mandarin Oriental properties and specialty retailers. It will then roll out to select international markets. Moroccanoil’s Web site has also been redesigned and now features a page dedicated to the body range. Advertising will run in “local niche media” and select consumer magazines beginning in April, and Tal said additional skus are planned for September.