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.”
There'll be no rest for those headed to Europe for men's, as Paris just closed the gap with Milan. According to a provisional calendar released by the Chambre Syndicale, Paris Men's Week will now open a day earlier on January 16. See new highlights on the official lineup on WWD.com. #wwdnews #wwdfashion (📷: @kukukuba)
BREAKING: Jonathan Saunders is leaving @DVF. The designer has resigned from his position as chief creative officer of Diane von Furstenberg, the company said in a statement on Friday. At the time of his hire, von Furstenberg said Saunders’ arrival symbolized and facilitated her stepping back from the day-to-day duties that occupy the work of a full-time creative director. The British designer joined DVF in May 2016 and was in charge of all product categories. #wwdnews
For @versace_official’s spring ad campaign, the brand emphasized the archival prints from the spring tribute collection dedicated to the late Gianni Versace. Closing out the show were five of Gianni’s favorite models: Cindy, Naomi, Carla, Helena, and Claudia. Bowing on December 18, the new campaign is yet another tribute to supermodel-dom as the images by Steven Meisel are fronted by @iamnaomicampbell, @cturlington, @gisele and more. #wwdfashion
Four-time Oscar-nominated actress Annette Bening has been waiting 20 years to play Gloria Graham in "Film Stars Don't Die in Liverpool," which will be released on December 29. The movie about Graham – a Hollywood star known for her controversial relationship with a younger Englishman named Peter Turner – is based off a memoir Turned wrote. "She felt vulnerable to him, because she loved him, she really did love him. And anyone that we really truly are in love with, we re vulnerable to in a very deep way," said Bening. Read our full interview with the modern icon of an actress on WWD.com. #wwdeye (📷: @ninebagatelles; Styled by @cristinaehrlich)
The crisp white button down: a staple that can be dressed up or down and accessorized throughout the decades. Here, on a Art Basel-goer in 2017 on the left and on the iconic Audrey Hepburn in “Roman Holiday” in 1953 on the right. #tbt #wwdfashion (📷: Andrew Morales)
Known for her work with @victoriassecret, 25-year-old model @georgiafowler is raising her profile in Hollywood. Fowler stars in @vincecamuto’s holiday campaign, which launched in partnership with “Pitch Perfect 3.” “Almost every shoot with Vince Camuto, I’ve had to face a fear…It was definitely a challenge. I’m so grateful for it, though. I’ve always wanted to be a pop star, so that was the perfect chance,” Fowler said. Head to WWD.com to read about Fowler’s experience modeling, including at the #VSFashionShow, and her relationship with Nick Jonas. #wwdeye (📷: @jilliansollazzo)
EXCLUSIVE: Huda Kattan just became the first beauty influencer to land a major beauty deal. Kattan's business, @hudabeauty, has received a minority investment from private equity firm TSG Consumer Partners. The brand, which industry sources say is on track to do $200 million in retail sales for 2017, will receive support on product, retail and geographic expansion through the deal. Get all the details on the deal and read @_a_collins' interview with Kattan on WWD.com. Link in bio. (📷: @jgreenery) #wwdbeauty #wwdnews
Peruvian model @juanaburga_official – who is known for walking the runways of @rodarte, @viviennewestwood and @torybuch – is making the move to the big screen with drama “Los Últimos.” The film premiered in Argentina in November and arrives in the U.S. and Europe in 2018. On making the switch from modeling to acting, Burga told WWD: “It’s a completely different thing – a lot of people think it’s similar or try to connect things, especially like getting used to the camera or being looked at all the time or playing these different characrers, but film is a completely different story.” #wwdeye (📷: @jgreenery)
London’s newly opened @designmuseum will look back on the life and work of Azzedine Alaïa in a show that the designer helped to curate before he died of heart failure last month. The retrospective, which Alaïa had worked on with Mark Wilson, chief curator of the @groningermuseum, will look at the impact of his work worldwide. The show, “Azzedine Alaïa: The Couturier,” will run from May 10 to October 7. Read more about the exhibit on WWD.com #wwdnews #wwdfashion (📷: @zefashioninsider)