IRVING, Tex. — With the launch of The Cure day facial cream in August, Natura Bissé is maneuvering to capture a broader customer base.
The Cure is $190 for 1.7 ounces — not cheap, but more accessible than the company’s premium restorative moisturizer, the $318 Diamond Extreme Cream.
The Cure represents the top price in a line of products that the company considers “essentials,” including dozens of items priced from $35 to $77, some of which are subbranded Oxygen and C+C.
“We have to show our product specialists that we have the opportunity to develop new customers,” said Patricia Fisas, chief executive officer of Natura’s U.S. division and daughter of company founder Ricardo Fisas. “Hello, we have other things. The Cure will help a lot, and we are relaunching our vitamin C products in October with streamlined packaging.”
The Cure is designed as an all-in-one cream to repair cellular damage by activating the production of sirtuin enzymes in the skin, moisturize and fight free radicals, Fisas explained. It is projected to do $2 million its first year.
“This is like taking your skin to the spa to restore balance and prevent aging,” said Fisas. “It’s the top rung for our essentials products.”
Natura has only three items branded Essential, but Fisas applies the term “essential” to Natura treatments that retail under $200.
“We can get more customers with the essentials,” she said. “It is not a Diamond season for us.”
Fisas said she feels the company has put so much emphasis on luxury launches, including the $715 Inhibit Tensolift plumping serum, that it is missing out on business in treatments that constitute the majority of the line.
“We can compete with Clarins, Lancôme [and] Estée Lauder in better prices,” noted Jose Borrell, chief operating officer of the U.S. division and Fisas’ husband. “We know our products are effective. But we have to change the mind-set of our employees.”
This doesn’t mean the company will tweak its luxury image or U.S. distribution strategy, which is limited to Neiman Marcus Group, Barneys New York, about 50 handpicked independent fashion and beauty stores and a few spas.
Based in Barcelona, the company’s fastest growing markets are the U.K., where it was launched in 60 Space NK stores this year, and the Middle East. Natura is also gaining distribution in Asia, Japan and Europe.�
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