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PZ Cussons Revs Up Sanctuary Spa Brand

Changes include 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

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.

This story first appeared in the April 27, 2012 issue of WWD.  Subscribe Today.

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.