PZ Cussons is gearing up for a busy second half with its Sanctuary Spa product line, including a repackaging effort, a new celebrity face, a debut on QVC in the U.S. and a skin care offering aimed at mature women.
Darcey Bussell, former principal ballerina with The Royal Ballet, will be the face of the brand’s Active Reverse skin care line. The line will be launched in July in Britain, with further global distribution to be determined.
July will also mark the launch of a re-branding effort for the overall Sanctuary Spa range, said Michelle Feeney, chief executive officer of PZ Cussons Beauty.
“Sanctuary Spa is a loved British brand and Darcey is one of the treasures of Britain — and at 42, is at the age target of those consumers we wish to reach,” said Feeney, noting that the collection’s tag line is “reduce the lines, not the laughter.” The re-branding includes an updated Web site, a streamlined logo and brighter, more inviting packaging, she said. “It’s now more the spirit of having a girls’ day at the spa and calls out the 28,000 facials performed yearly at Sanctuary Spa,” she said.
Active Reverse is comprised of six products: Power Peptide Serum, Leave-On Exfoliating Cream, Peptide Replenish Night Cream, Peptide Protect Day Cream, Lipid Recovery Facial Oil and 30-Day Thermal Transformation mask. The central ingredient in the line is Matrixyl Synthe’6, an active ingredient said to reduce wrinkles and firm and brighten skin.
“It’s about celebrating your age and taking a much more positive approach to aging,” said Feeney of Active Reverse, adding that the price points make the line “accessible” to a wide range of consumers. The most expensive item in the range is the mask, at 27.50 pounds, or $44.45 at current exchange rates.
The ad was shot by Ellen von Unwerth and will begin running in September fashion, beauty and lifestyle magazines in the U.K. Feeney declined to discuss the advertising spending, but industry sources estimated that the brand would spend about 200,000 pounds, or $323,258, on ads featuring Bussell in the campaign’s first year. A large digital campaign is also planned.
While Feeney refused to discuss numbers, industry sources estimated that the new line could do 2.2 million pounds, or $3.6 million, at retail in its first year on counter. Overall, the brand is said to generate retail sales of more than 60 million pounds, or $97 million, yearly.
The brand will launch on QVC in the U.S. in September. Feeney said she hopes the QVC launch will facilitate greater opportunities in the U.S., including brick-and-mortar distribution. The brand is also launching on QVC in Germany in July and QVC in Australia in September.
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye
“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
25-year-old @samweaving is about to break out this fall, starring in Netflix’s horror film “The Babysitter,” fittingly out today on Friday the 13th. That’s not the only place you’ll be seeing her, though — Weaving’s got a role Showtime’s “SMILF” and another alongside Frances McDormand and Woody Harrelson in “Three Billboards Outside Ebbing, Missouri.” Though she’s got a full plate at the moment, there’s one role she’s got her eye on: Marilyn Monroe. “I’m a little too young at the moment, but it’s on my bucket list,” the actress told WWD (📷: @dandoperalski) #wwdeye
BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye
Did you know: @carlychaikin of "Mr. Robot" has been painting for about a decade? The actress, who plays Darlene on the show, is a self-taught artist who lists Salvador Dalí and Chuck Close as some of her idols. Chaikin told WWD that painting is a form of meditation for her — A much-needed one given the intensity of "Mr. Robot." See a piece Chaikin is working on at WWD.com (📷: @jilliansollazzo) #wwdeye