In an unusual move, Chloé is expanding its beauty footprint from fragrance to facial skin care — in Asia.
This story first appeared in the March 15, 2013 issue of WWD. Subscribe Today.
The brand’s beauty license is held by the Coty Prestige division of Coty Inc., which will launch the four-stockkeeping-unit Crème de la Rose skin-care collection in two Japanese stores, Isetan Shinjuku and Umeda Hankyu, on April 17. A full Japanese rollout will happen in September, with travel-retail doors launching at the same time and Korea following in October.
“This is not a brand ancillary extension,” said Jean Mortier, president of Coty Prestige. “This is a real entry into skin care for Chloé. We’ve chosen two very exclusive flagships for the first doors, as that exclusive offering is very attractive to the Japanese consumer.”
While many designer fragrance assortments include body lotions and bath gels, few have ventured into the more-complicated facial skin care space. An exception was Prada, which launched a skin-care line in 2000 with 27 stockkeeping units before introducing its first fragrance. The skin-care products were all packaged in highly unusual single-use or “mono-dose” containers aimed at drawing in experimental consumers. The Chloé offering marks the first time Coty has taken one of its fragrance brands into the facial skin-care arena.
The five-year-old Chloé fragrance’s leading market position in Japan, as well as the Japanese consumer’s passion for skin care, sparked the idea of the line, said Françoise Mariez, senior vice president of marketing for European licenses at Coty Prestige. “This allows us to take advantage of the love for the fragrance brand in a market that is primarily driven by skin care.”
The skin-care line is intended to boost radiance, said Mariez, noting that it is based on the fragrance’s signature rose centifolia de grasse note. “This line builds on our rose story,” she said. “Skin will be fresh, smooth and refreshed, like a rose petal.”
Mortier added that the proprietary centifolia rose ingredient also offers a protective antioxidant element to the range.
The four-step skin-care routine comprises Centifolia Rose Water Lotion, which will retail for 55 euros, or $71 at current exchange, for a 200-ml. bottle; Centifolia Rose Oil, 137 euros, or $178, for a 30-ml. bottle; Centifolia Rose Emulsion, 110 euros, or $143, for a 50-ml. size, and Centifolia Rose Cream, 128 euros, or $166, for a 50-ml. size. Additional sku’s are being developed, and could reach the market in six to eight months, said Mariez. The line targets women 25 to 40 years old.
The skin-care packaging mirrors the fragrance’s pleated glass design and signature metallic cap, and the products themselves are tinted a pale pink.
Down the road, a color collection could follow, Mortier hinted.
While Mortier and Mariez declined comment on projected sales, industry sources estimated the facial skin-care line could do $2 million at retail in its first year on counter.