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Next for Fresh: Fragrance, Bath, Makeup

Fresh is expanding its fragrance portfolio with the launch of its latest scent Strawberry Flowers, created in celebration of Sephora's 10th anniversary.

Fresh is expanding its fragrance portfolio this fall with the launch of its latest scent Strawberry Flowers, created in celebration of Sephora’s 10th anniversary. In addition, the company is expanding its bath and body, skin care and makeup categories with a slew of new products.

Launching exclusively at Sephora in September, Strawberry Flowers Eau de Parfum is a fruity floral scent, designed specifically for the Sephora customer.

Both firms are owned by LVMH Moët Hennessey Louis Vuitton.

“Sephora has always been a very strong partner for us, so to show our appreciation we wanted to do something special to reinforce the partnership,” said Lev Glazman, co-founder and director of research and development for Fresh. “We felt a younger consumer responds very well to a sweet and fruity fragrance that’s not too overwhelming.”

Inspired by the scents of a typical spring morning, the company used ingredients such as wild strawberries and blossoming flowers. The fragrance is composed of top notes of mandarin, yuzu and white peach; middle notes of mountain strawberries, freesia, orange blossom and osmanthus, and base notes of orris, musk and white woods.
Also in September, Fresh is introducing a bath and body collection based on its top-selling Fig Apricot Eau de Parfum, which launched a decade ago.  The Fig Apricot body care collection will include a bath and shower gel and a body cream. Available at Barneys, Neiman Marcus, Sephora, Saks Fifth Avenue and Bluemercury, the bath and shower gel will retail for $28, while the body cream is $65.

On the makeup front, Fresh is coming out with a fall color collection for the eyes, lips and cheeks called Imperial Bedroom Face Palette, $55, and a new Firebird Mascara, retailing for $26. The palette’s cream-based colors include iridescent pearl and warm antique gold eye shades, an opalescent black eyeliner, a shimmer highlighter for the cheeks and a deep red gloss for the lips. Inspired by a Russian fairy tale and based on the company’s best-selling mascara, Fresh Supernova, Firebird is designed to thicken, lengthen and curl lashes. The formula contains ingredients such as red algae extract, seabuckthorn berry oil and panthenol, designed to nourish and strengthen the lashes.

“Supernova gives your lashes a thick, dark and more defined look, whereas the soft lightweight fibers on the Firebird brush gives it a feathery and flirty feel,” said Alina Roytberg, Glazman’s wife and Fresh’s other co-founder.
In addition, the company is coming out with Twilight Freshface Glow, a multifunctional illuminating cream. Retailing for $36, the primer is designed to be used as a highlighter along cheekbones, brow bones and décolletage.

While Fresh executives would not discuss sales projections, industry sources estimate these new launches combined will generate first-year retail sales of $15 million. Sources estimate Firebird Mascara to generate $5 million at Fresh stores and Sephora exclusively.

On the retail front, Fresh has plans to open several freestanding stores before yearend. This month the company is opening a location in Century City, Calif., followed by another store in Dallas’ Northpark Center in October. The company is also looking to open a store in Philadelphia along with additional stores in the Northeast.

“As proven in San Francisco and Orange County, the addition of a Fresh freestanding store serves to build brand awareness and strengthens the overall sales within the Dallas market,” said Gerard Camme, executive vice president of sales, who was promoted to the position in May. In his new role, Camme oversees both Fresh retail and wholesale distribution and reports directly to Jean-Marc Plisson, Fresh’s chief executive officer.