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.
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)