WWD.com/beauty-industry-news/skin-care/carol-alt-offers-raw-skin-care-line-1860958/
government-trade
government-trade

Carol Alt Offers ‘Raw’ Skin Care Line

Model and actress Carol Alt is taking the raw food diet that she swears by and applying it to her beauty regimen with a skin care line called Raw Essentials.

View Slideshow

Model and actress Carol Alt is taking the raw food diet that she swears by and applying it to her daily beauty regimen with a four-item skin care line called Raw Essentials, which will be carried exclusively on HSN starting next month.

Alt discovered what she considers “life-changing benefits” of eating raw foods after fighting illness and fatigue while battling uterine cancer more than a decade ago, she said. From her raw food experiences, she authored two popular books about living a healthy lifestyle, “Eating in the Raw” and “The Raw 50.”

“When I found out I had cancer, all I did was change what I ate — this diet has reversed my [prognosis] and all I did was be careful about what I put in and on my body,” she said. “I couldn’t find anything that was clean to apply on my skin so I decided to come out with my own line,” said Alt.

Set to make its debut as part of a two-day preview on Dec. 11, the Raw Essentials lineup features a Raw-Covery face wash, $35 for 4 oz.; Raw-Surection body wash, $18.50 for 8 oz.; Raw Juvenate Eye Recoup; $22.50 for 0.5 oz. and Raw Active moisturizer, $29.50 for 1.7 oz.

Line extensions are slated to be introduced on HSN during Raw Essentials’ official launch, scheduled for Jan. 27.

Alt said she believes Raw Essentials transcends natural and organic products with formulations that are made with raw ingredients — but they’re still designed for efficacy. Free of synthetic preservatives, formulations are created using a low-temperature production process that helps ensure the products retain key ingredients essential for brightened, healthy-looking skin, according to Alt.

The body wash includes aloe vera, beta-glucan and oat extract, while the face wash also has aloe vera as well as tamanu tree oil.

“Everything I use in the products are in the same form they were in when found in nature, and haven’t been heated to the point where the molecular structure has been changed,” said Alt.

Alt said she believes that HSN would be a good fit due to the way the TV retailer reaches customers.

“HSN clearly understands that people need to be educated about facts and know that people are looking to buy products that are clean, especially now, when everyone has turned to natural and organic products,” said Alt.

“Raw Essentials is unlike anything you can find in today’s market,” said Michael Henry, senior vice president of merchandising for beauty at HSN. “Carol’s passion for raw [lifestyle] is unparalleled.”

Although neither Alt nor Henry would comment on sales projections, industry sources estimate first-year retail sales for Raw Essentials in the ballpark of $5 million.

View Slideshow