It began with a B, then a C, then a D. Then double letters. Then triple letters. Now, the alphabet cream trend is entering new territory with an EE offering, designed to exfoliate skin.
Previse Skincare EE MarineGranules, launching in late March to about 150 doors, including spas, medi-spas, doctor’s offices and online, is a botanical-based marine mousse, which can be added to a traditional cleanser for “extra exfoliating” results.
“The idea sprang out of the fact that most of our patients and clients have tried, sampled and used these electronic cleansing devices, and I know they have gone very well,” said Sean Patrick Harrington, founder and chief executive officer of Previse. “Clarisonic has taken over the marketplace in many ways.”
Cape Cod, Mass.-based natural beauty company Previse Skincare, which was launched in January 2011, is centered on personalized professional-grade skin care and sun protection. At the core of product discovery is a Web site, previsecare.com, which asks consumers targeted questions about their everyday lives. After completing the consultation, clients are categorized as one of six skin types and then recommended a customized three-step regimen to help improve skin hydration, elasticity, tone and texture.
“Our [online] service is really about having a dermatologist or skin-care expert at your fingertips,” said Harrington. “Everything is so personalized; it’s not one cleanser for oily skin types. We’ve embraced the idea of looking at geography, family history and a consumer’s lifestyle.”
EE MarineGranules, which industry sources estimate could generate about $1 million in its first year at retail, is also meant to extend and add category dimension to the alphabet cream trend, according to Harrington. “We wanted to have a little whimsy with these double letters,” he said. “We felt there was an opportunity to talk about adjacency products, about getting skin in its fittest condition. What we love about BBs and CCs is that they have multiple benefits and with the EE, it’s a double-duty product as well.”
Harrington said that with the goal of creating a travel-friendly, natural alternative to a Clarisonic-type implement, the brand aims to shake up the cleansing category. “We built EE MarineGranules so it could be used with any cleanser. It will blend and compound quite nicely,” he said, pointing out that it is recommended to be mixed with the brand’s Purify cleanser, which can be used on skin types 1 through 6, for best results. “Also it is travel-ready; you don’t need replacement pads or batteries.”
The offering, which retails for $40, features ingredients like oatmeal, bamboo stem powder, marine algae extract and jojoba beads for abrasion-free exfoliation. It is designed to buff the skin while soothing it and the amount used can be personalized for a consumer’s skin needs. Like all Previse products, the formula is sensitive-skin friendly and does not contain silicones, preservatives, synthetic oils, dyes or fragrances.
“Quite a few of our clients are pregnant or postnatal and don’t have to put aside their Previse products,” said Harrington, adding that the line is gentle enough to be utilized also by cancer patients and consumers who have had medical procedures. “There is nothing in our products that is controversial.”
As far as expansion, Harrington has plans to enter markets like Australia, Canada and South America by 2015. He said the brand is looking to launch a “lifestyle app” later in the year that would follow a user through GPS location, recommending products based on the corresponding weather and UV index.
Harrington said he is also keeping other categories as options, including textiles, cosmeceuticals, prescription-only formulas and a series of professional products for salon use, as well as an after-sun body product.
“We continue to chase down dermatologists because they have been growing in importance, especially as they are moving beyond traditional clinics to become more holistic,” said Harrington, adding that the brand’s flagship is Marmur Medical in Manhattan. “We built this brand on personalization and customization and we see the brand going deeper and wider. There is additional opportunity to address unique skin types and building awareness with skin experts.”
Taking the final spot on the mens’ portion of New York Fashion Week calendar next month will be none other than @tomford. Though he’s shown his men’s wear in New York in the past, this will mark the first time the designer has shown his men’s collection alone during New York Fashion Week: Men’s. His runway show will debut on February 6 at the Park Avenue Armory. #wwdfashion
London-based couture house @ralphandrusso has certainly been in the spotlight, having its dresses worn by @beyonce, Angelina Jolie, Meghan Markle in her engagement photos and more. For couture, Tamara Ralph focused on ornamentation — think: feathers with chain mail, jet embroidery and clusters of pearls and crystals. See the rest of the collection on WWD.com #wwdfashion #couture (📷: @giovanni_giannoni_photo)
Minnie Mouse celebrated her 90th birthday by getting her own star on the Hollywood Walk of Fame. For her celebratory luncheon, @coach’s creative director @stuartvevers dressed her in a custom made prairie dress, complete with Vever’s take on the polka dot – black sequined versions – under a cropped motorcycle jacket. The designer also put his own mark on Minnie’s classic red shoes, infusing the color with sparkles and adding some Coach crystals. “We chose colors that were very Minnie and also represented quintessential Coach elements,” said Vevers. #wwdfashion #nationalpolkadotday (📷: George Chinsee)
@nickjonas is unveiling his first-ever apparel collection through a partnership with John Varvatos. The limited-edition capsule, which makes its debut in spring, also marks the first time the designer has collaborated with anyone on a line. “The process in working with Nick is amazing. It’s inspiring to be around someone who is not only connected with the trade that they do, but also with what’s happening in the environment around him, and how that connects to what we do with style,” said Varvatos. (RG: @johnvarvatos) #wwdfashion
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)