By  on December 4, 2009

LONDON — Elemis is gearing up to fete its 20th anniversary in style next year. The treatment brand based here, which is owned by Steiner Leisure, has lined up a plethora of celebratory activities, including a mobile spa that will travel around the U.K., and the launch of its first fragrance.

“We’re looking to 2010 as the biggest year we could ever have dreamed of,” said Sean Harrington, managing director of Elemis, which, according to company projections, will generate wholesale volume of $123 million this year. He added the brand aims to double the size of its business within three to five years.

Harrington plans to boost the brand’s reach with the Elemis Spa Bus, for instance. The vehicle, which features interiors resembling one of the brand’s spas, will stop at music festivals, sporting events and village fetes around the U.K. and offer complimentary treatments and product samples.

“We’re going to take Elemis back to the people,” said Harrington. “We need to take Elemis out of [stores and spas] and present it to new customers.”

A nominal entry fee will be donated to the Mothers4Children charity. Elemis will also work with the association on other happenings throughout the year. For instance, 1 pound, or $1.66 at current exchange, from the sale of each limited edition bottle of the brand’s bestselling Skin Nourishing Milk Bath will also go to Mothers4Children. Set to bow in February, the 500-ml. glass decanter, which will be priced at 49 pounds, or $81.56, recalls the first version of Nourishing Milk Bath that was introduced in 1990.

Elemis Eau de Parfum, the brand’s debut fragrance, will be launched in April.

“We believe the Elemis client is looking for an Elemis fragrance,” said Noella Gabriel, the brand’s director of U.K. sales, training and new product development.

Also in the launch pipeline for 2010 is Pro-Radiance Cream Cleanser, a facial cleanser purported to have antiaging properties that will be introduced in the U.K. in February. Priced at 27 pounds, or $45, for a 150-ml. pump bottle, the product’s formula includes moringa seed peptides, great burdock, noni and assai fruit.

“It’s about cleansing at a deeper level,” said Gabriel, who also created a treatment protocol dubbed the “Modern Skin Facial” specifically for women in their 20s. It will be available in spas and salons starting in spring. Anniversary editions of Elemis’ Pro-Collagen Marine Cream, a franchise that accounts for 8 percent of the brand’s sales, will hit counters in March and June.

Elemis will also launch an online education tool starting in January. The site is meant to offer the brand’s therapists training and product information.

“It gives them education at their fingertips,” said Gabriel.

Elemis is sold via spas, television shopping, onboard cruise liners, online and in department stores. The brand began selling in the department store channel in 2005 and now has a presence in a network of 126 doors in the U.K., the U.S., Europe, the Middle East, the Far East and Australia, as well as travel retail stores in the U.K. and U.S. This year, the brand’s top performing channels are online, which has reported a 30 percent on-year uptick, plus retail and television shopping, which have both increased by 17 percent.

The brand was founded in 1989 and launched its first products in 1990. Steiner acquired Elemis in 1996.

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