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Sonya Dakar hopes to put a new face on body products by using facial-grade ingredients to power her new Sonya Dakar Body line.
This story first appeared in the January 11, 2008 issue of WWD. Subscribe Today.
“The skin is an organ — the largest one on your body — so why wouldn’t you want to use the top-grade ingredients all over your body?” said Mimi Dakar, vice president of marketing and public relations for Sonya Dakar, and the daughter of the well-known West Coast facialist.
In a word: money. Using facial care ingredients markedly raises the cost of goods, something Mimi Dakar is less worried about. “We just want to offer what’s best for the skin, no matter what it costs,” she said. Added Sonya Dakar, “I don’t treat the face. I treat the skin, and I think it’s important to use the same high-end ingredients on your décolletage and other body skin as you would on your face.”
Five products make up the collection, each available in two blends of essential oils —Verbena Cypress, a light lemony fragrance with Meyer lemon, jasmine, freesia and ylang-ylang, and Cara Cara, a mix of blood orange, ginger, grapefruit and basil. Verbena Cypress is most suitable for maturing, dry skin, while Cara Cara’s oils are better for breakout-prone skin, said Dakar.
Omega Hydrator, $78 for 7 oz., was inspired by the custom concoctions Sonya Dakar whips up for special clients. “My mother used to make homemade omega oil concoctions for her clients, and that gave us the idea for this product,” said Mimi Dakar. Powered by a proprietary organic omega-3 complex, the antiaging moisturizer also includes apricot kernel, sunflower seed and sweet almond extracts, as well as papain, vitamin E and shea butter. “Papaya supports cell turnover, while shea butter and vitamin E help protect and condition,” said Mimi Dakar. “The apricot kernel, sunflower and sweet almond extracts leave skin smooth and supple.”
The line is rounded out with four additional products, all containing the organic omega-3 complex. Daily Wash, which is sulfate- and paraben-free, contains organic flaxseed oil, vitamin B-5, salicyclic acid and essential oils; it is $35 for 8.5 oz. Mineral Polish, $48 for 12 oz., uses Dead Sea salts, vitamin E and sweet almond, sunflower and apricot kernel oils to exfoliate and moisturize skin. Nourishing Body Oil, designed to offer deep hydration, contains sweet almond and vitamin E oils and is priced at $60 for 3.58 oz. Triple Action Vita-Foliant, intended to deep-clean and detoxify skin while also stimulating cell renewal, uses walnut shell, bamboo and flaxseed powders to exfoliate while employing lactic acid to encourage new cell production; it is $45 for 8.5 oz.
Dakar is also concocting Skin Fitness Pro-Peel as part of the line. It will be sold to spas for professional use only.
The products will be on counter in February in about 200 doors, including Barneys New York, Dakar’s Beverly Hills spa and store and online at sonyadakar.com. While the Dakars declined to provide sales projections, industry sources estimated that the body line would do about $5 million at retail in its first year on counter.