H20 Plus is turning over a new leaf with its first all-natural collection of face and body products.
The line, Sea Pure, is the firm’s first major launch since being acquired in May 2008 by Cordova Smart & Williams and Goldman Sachs Urban Investment Group. The $120 million beauty company’s effort is an 11-item collection free of synthetic fragrances, parabens, petrochemicals, phthalates and sulfates, and expects to generate about $20 million in first-year retail sales.
Sea Pure fits in well with the strategy of Robert Seidl, chief executive officer, who joined H2O Plus three years ago, to transform the company’s paradigm, which meant growing the brand via retail partners rather than exclusively through its branded stores. The firm, which has grown sales in the double digits for the past three years, operates 60 stores around the world, with nine in the U.S., including outposts in Chicago, Los Angeles, Las Vegas, New York and San Francisco.
For 2008, store sales were flat, said Seidl, who is also expecting flat store sales for 2009.
“We needed to bring it out so consumers could find it. No matter how many stores you have, there are going to be parts [of the country] where consumers will not be exposed to it.”
H2O Plus, which was founded in 1989 by Cindy Melk (Seidl and Melk each own a small share of the company), is positioning Sea Pure to be representative of a new era. Bill Colli, formerly the head of sales at Frederic Fekkai, joined H2O Plus in April as senior vice president of sales and marketing, a new position.
“It’s the right time for Sea Pure, which not only implies natural, but offers items for less than $40,” said Colli.
Formulas are fortified with therapeutic sea lavender, sea moss, sea mayweed, marine extracts and the firm’s exclusive Sea Mineral Complex. Every Sea Pure formula is 100 percent natural, with the exception of Renewing Prep Tonic, which is 96 percent natural. Body care items include a Cleansing Body Oil, Reviving Body Buffer, Purifying Body Mud, Replenishing Body Cream and Finishing Body Silk. Face care products include a Creamy Facial Cleanser, Renewing Prep Tonic, Gentle Refining Polish, Sheer Lotion SPF 15, Deep Moisture Cream and Perfecting Eye Cream. All packaging for Sea Pure is recyclable. Items sell for between $18 for the Prep Tonic to $40 for the Sheer Lotion SPF 15.
Since the acquisition, H2O Plus has rolled out to nine countries in Latin America, as well as to countries in Europe, joining Spain and the Netherlands, where the brand is sold in Cortes Inglés and Body Bell (Spain), Ici Paris (the Netherlands, Belgium, Luxembourg) and House of Fraser and Clerys department stores (Ireland). In China, H2O Plus has experienced 35 percent compounded annual growth over the past three years, where it is sold in 230 retail partners, including Sephora. Globally, the brand is sold in more than 20 countries in 2,000 stores; in North America it is sold in Ulta, Lord & Taylor, select Macy’s, Carson Pirie Scott and Beauty 360.
Building new locations is not a focus going forward, however the company operates flagships in major cities so consumers can “see the entire brand,” because sometimes with retail partnerships “you don’t get the full feeling,” Seidl added.
One of its biggest partnerships was formed last year with Disney, which brought H20 Plus into the amenities arena and into about 30,000 hotel rooms, producing about 20 million units of products each year.
“[Disney] continues to operate at 97 percent capacity. These people there are our target. There’s a higher-income family or individual,” said Seidl.
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye