The Yes to franchise, which began with the Carrot line and has since sprouted Blueberries, Cucumbers, Grapefruits and Tomatoes offerings, is going fragrance-free.
Launching this week, the new range, Yes to Carrots Fragrance Free, is meant to address the needs of consumers with sensitive skin.
“Yes to Carrots has been such a primary driver, and the family is our oldest sibling,” said Ido Leffler, cofounder of Yes To Inc. “A lot of people have very dry skin, irritated skin or skin that requires a little more TLC. These products are designed to nourish and hydrate sensitive skin.”
The range, which includes five new products under the Yes to Carrots category, is meant to impart nourishment without irritation. The collection includes an Intense Hydration Night Cream, Gentle Cleansing Wipes, a Daily Cream Facial Cleanser, an Exfoliating Cleanser and a Daily Facial Moisturizer with SPF 15. Priced between $5.99 for the wipes to $14.99 for the facial moisturizer, each product’s formula includes carrot-derived beta-carotene, an antioxidant said to help skin retain its softness and protect it from environmental factors. In addition, the line was dermatologically tested and features various naturally derived ingredients like sustainably harvested bamboo (found in the Exfoliating Cleanser), aloe vera and shea butter.
“The night cream is infused with avocado oil and squalene and ingredients that are meant to be used to give extreme nourishment,” said Leffler, adding that facial wipes — of which there are currently scented versions across other Yes To fragrance categories — are “market leaders” for the brand. “We are the first to have an all-natural toilette, and having a fragrance-free option is something people have been asking for.”
According to Leffler, each of the Yes To “fragrance families” has a different objective; for example, Yes to Blueberries is antiaging, while Yes to Tomatoes is antiacne, Yes to Grapefruit is designed to brighten skin and Yes to Cucumbers is soothing and cooling. The Carrots Family, introduced in 2006, is the brand’s core range, as well as a personal favorite of Leffler’s, as evidenced by his consistently orange-based wardrobe.
“The Yes To fan base continues to increase, and we are seeing exponential growth in terms of consumer base, of people coming in,” said Leffler, adding that because the line is unscented there is more universal appeal, including among men and both younger and older demographics. “This is very much a universally needed concept.”
The range, which is rolling out to 20,000 doors, including Target, Walgreens and yestocarrots.com, could generate upwards of $10 million in its first year at retail, according to industry sources.
Looking forward, Leffler said that the brand, which ventured into the hair category in fall 2012, will continue broadening its horizons, primarily through research and development as well as online initiatives.
“One thing we don’t see slowing down is innovation. We have got significant excitement for 2014, around ingredients, also in regards to packaging,” said Leffler, adding that Yes To’s entry into hair has “exceeded” his expectations. “We don’t rule any category out. And the feedback we got from the hair [launch] shows us if we can figure out how to meet the natural criteria and deliver results we can do it.”
Leffler said that the line will be marketed primarily through social media, sampling and other digital programs.
“Sampling continues to be an incredible tool of ours that we continue to get excited about,” he said. The brand primarily samples through the Yes to Carrots Web site, Facebook and “Birchbox-type companies.”
In addition, Yes To will launch a campaign on Jan. 28 to drive trial and awareness by encouraging one million people join the Yes To movement. The aim is to say “yes” to things big and small, giving back to the community and sharing experiences via social media.
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
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye
“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
25-year-old @samweaving is about to break out this fall, starring in Netflix’s horror film “The Babysitter,” fittingly out today on Friday the 13th. That’s not the only place you’ll be seeing her, though — Weaving’s got a role Showtime’s “SMILF” and another alongside Frances McDormand and Woody Harrelson in “Three Billboards Outside Ebbing, Missouri.” Though she’s got a full plate at the moment, there’s one role she’s got her eye on: Marilyn Monroe. “I’m a little too young at the moment, but it’s on my bucket list,” the actress told WWD (📷: @dandoperalski) #wwdeye
BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye