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Origins is giving the industry a raspberry this spring with its Plantscription SPF 25 Anti-Aging Cream.
This story first appeared in the January 11, 2013 issue of WWD. Subscribe Today.
In February, the brand will harness the power of raspberry plant stem cells to deliver a high-performance skin-care offering, noted Jane Lauder, global president and general manager for Origins, Ojon and Darphin.
Lauder noted that since the brand’s 1990 founding, Origins has used the power of plants to create high-performance, natural skin care in department and specialty stores.
“The benefits of plant extracts are analyzed and studied to ensure only the purest and most efficacious ingredients are selected,” Lauder noted. “Then Origins takes it a step further by isolating the most potent elements of each ingredient and using the refined and purified extracts of its most active.”
Of the roughly 600 plant ingredients tested for Origins skin care yearly, only about a dozen make it into Origins products, added Dr. Lieve Declercq, vice president, basic science research Europe & Asia and global spokesperson for Origins.
For Plantscription, Origins selected the rubus idaeus variety of raspberry. “It was the one which contained the highest level of biologically active compounds,” noted Lynn Mazzella, senior vice president of global product development for Origins and Ojon, adding that the raspberry strain was identified in Sant’Angelo dei Lombardi, Italy. During the rebuilding after a 1980 earthquake leveled the town, a British expat planted raspberries, which took root in the town.
After being extracted, the raspberry stem cells are cultivated in a buffered saltwater solution to release their content, noted Declercq. That extract is used in Plantscription, which is said to contain 300,000 raspberry plant stem cells — which, like all plant stem cells, have a self-renewing quality — in every jar. Working in tandem with the stem cells is the Plantscription franchise’s signature antiaging ingredient, African Anogeissus. In Ghana, from where it is sourced, it is used as a natural wound healer. Together, they are said to deliver visibly corrected lines and wrinkles, as well as improved and lifted skin texture.
The product will retail for $55 for 1.7 oz. and will be available in about 1,500 department and specialty store doors globally. The consumer sweet spot, said Lauder, is expected to be women between the ages of 35 and 55.
While executives declined comment on projected sales, industry sources estimated that Plantscription could generate $20 million in first-year retail sales globally.
Print advertising will begin running in March fashion, beauty and lifestyle magazines, said Beth Spruance, vice president of global marketing for Origins and Ojon. A significant digital campaign is also in the works.