While Natura Bissé isn’t getting any younger, the company is hoping its consumer will.
The skin-care company hopes to win more customers in the 30-plus demographic with the launch of its Essential Shock Intense Collection.
“Essential Shock is a collection that a younger demographic would be interested in to offset premature aging, or any age group that wants to purchase antiaging treatment,” said Michael Ann Guthrie, vice president of international retail experience at Natura Bissé.
According to Gerardo Gomez, chief executive officer of Natura Bissé International in Irving, Tex., Essential Shock Intense is expected to reap 50 percent more sales than the former Essential Shock line, which began in 1979 as a moisturizer and firming cream with a high concentration of amino acids.
The reformulation boasts 20 active ingredients, a fresh fragrance and distinctive matte-gold packaging. The new recipe features a proteoglycan complex to promote firmness and elasticity and an additional amino acid blend for hydration and luminosity.
The stockkeeping units that comprise the collection are Moisturizing Cream for Dry Skin, $115 for 2.5 oz.; Serum, $195 for 1 oz.; Gel Cream for Normal or Combination Skin, $115 for 2.5 oz., Pineapple Mask, $40 for 2.5 oz., and Lip and Eye Treatment, $62 for 0.5 oz.
Guthrie added, “This is a great price point and entry level for people who are moving in from other lines.” In the U.S., Essential Shock Intense will launch July 1 at Bergdorf Goodman and will roll out at other luxury stores and spas in August.
While executives declined to discuss sales projections, industry sources estimated that the line would do about $1.5 million at retail in the U.S. in its first year on counter.
Meanwhile, the company also plans to extend its Diamond range with the Diamond Life Infusion Retinol Eye Serum in October, which is targeted toward an older consumer.
“The Diamond demographic really starts at 45-plus, for those who see signs of aging and want every bell and every whistle that technology allows and price is not a concern,” said Guthrie.
The forthcoming Diamond Life Infusion Retinol Eye Serum is designed to build collagen, elastin and hyaluronic acid, lift the eyelid and reduce capillary leakage and under-eye shadows. A companion to the $590 Diamond Life Infusion serum introduced in 2012, the nighttime eye treatment is priced at $275 for 0.5 oz.
While Natura Bissé executives would not divulge projections, industry sources estimate the eye serum could generate $1.3 million at retail in the U.S. in its first year on counter.
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews