By  on June 20, 2014

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.

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