LONDON — Issey Miyake is plunging into the skin care market with the introduction of a water-based antiaging cream, starting in February.
With his beauty license holder, Beauté Prestige International, the designer, who famously concocted his debut fragrances in the image of the odorless liquid, will introduce La Crème de L’Eau by Issey Miyake.
“This first step in skin care appeared [obvious] for the brand — after making water into perfume, the designer has turned water into total skin care,” said Nathalie Helloin Kamel, vice president of Issey Miyake Parfums. “It has been a long time that Issey Miyake himself wanted to enter the skin care segment. We consider that the values the brand conveys — essentiality, purity — are totally in line with the world of skin care.
“For Issey Miyake himself, going into skin care is not something totally different from fragrance, as both are included in a global ritual of beauty,” she continued. “Our ambition is not to enter the top five of skin care brands but to propose a different approach to skin care. We already have very good consumer loyalty for our fragranced body care lines, and [consumers] have already asked us for skin care products.”
Helloin Kamel declined to discuss sales projections. However, industry sources believe La Crème de L’Eau will generate first-year sales of $5 million.
The cream, which is positioned as a global antiaging product, consists of mineral-rich water sourced from the Kirishima spring on the Japanese island of Kyushu. According to legend, the spring, or onsen, was discovered by a samurai warrior whose wounds healed after drinking its water.
Kirishima water makes up 57 percent of La Crème de L’Eau’s formula, which was composed by Shiseido Laboratory. (Like BPI, Shiseido Laboratory is owned by Japanese beauty behemoth Shiseido.) The laboratory found that the eau, which consists of calcium, magnesium, sodium, potassium and silicium, boosts skin cells’ metabolism because it increases their uptake of glucose, a primary source of energy.
Other key ingredients include myrtle extract, said to encourage the synthesis of proteins that prolong cells’ life cycles; microproteins, which purportedly encourage the production of collagen and carnosine, an antioxidant.
The cream targets women aged 30 and up. “For younger customers, we recommend they use it as a cure treatment once a year,” said Helloin Kamel.
La Crème de L’Eau will retail in France for 220 euros, or $288 at current exchange, for a set comprising a 50-ml. jar and a 10-ml. travel-size version.
It will bow in France, the U.S., Canada, Germany, Italy, Spain, the U.K., Singapore, Hong Kong, Taiwan and Thailand, starting Feb. 1.
From overseeing America’s fastest-growing speciality retailers to codifying cool, WWD talked to the women who are leading the way for the future of beauty. Check out our Instagram Stories to see how these women built today and are creating tomorrow. (📸: @hannah_khymych) #wwdbeauty
For @laperlalingerie's spring 2018 show, the brand chose to host their event at @thevenetianmacao. With Chinese megastars @bingbing_fan and @hubing in attendance, La Perla debuted a rock ‘n’ roll-inspired collection. The show marked the start of Sands Macao Fashion Week, which runs from October 19 to 24 — the city’s first such event. Pictured here are models backstage with glimmering eyes. #wwdfashion (📷: Cheuk-Yin To)
Trending for spring 2018: top stitch design. Gone are the days of stitch just for seams — designers are using the once-minimal detail to create strong decorative elements. (📷: Paola Testa; Styled by @andrew_shang) #wwdfashion
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)