PARIS — Soap & Glory, the irreverent bath-and-body line known for its pun-laden product names, including Sexy Mother Pucker Lip Gloss, is aiming to smooth out wrinkles — and perhaps even some of the laughter lines it may have helped create.
The London-based brand began rolling out Soap & Glory Skincare, an 11-unit facial treatment line, in late October.
Though she’s tackling the serious subject of skin care, the brand’s founder, beauty maven Marcia Kilgore, is bringing her signature sense of humor to the project. She named a moisturizing lotion Glow Job and cleansing wipes Off Your Face, for example.
“There’s nothing like Soap & Glory out there for skin care,” Kilgore said, adding she aimed to take a more lighthearted approach to a segment that’s generally treated with gravitas. In addition to cheeky product names, the line’s packaging features retro imagery and quirky copy.
“Soap & Glory maybe isn’t that high tech looking, but it’s high tech inside,” she said.
Catch a Wrinkle in Time, dubbed an “age avoiding day moisturizer,” for example, includes palmitoyl tripeptide-5, which is said to smooth lines and wrinkles as well as stimulate collagen; a moisture matrix the brand claims holds moisture in the epidermis for eight to 12 hours, and titanium dioxide to protect skin from ultraviolet radiation.
Similarly, Make Yourself Youthful, a rejuvenating facial serum, includes Make Yourself Youthful Complex — a blend of palmitoyl tetrapeptide and an oxygenating complex — as well as a moisture trapping matrix, ginseng, shea butter and sweet orange peel essential oil.
“Women want products that offer a solution to their problems, whether that’s instantly or in three years time,” Kilgore said. “If we’re not solving a problem we don’t launch the product.”
The line also comprises Clean Mary cleansing milk; The Greatest Scrub of All exfoliator; Supereyes Supereyes eye gel; Mighty Mouth lip plumping kit; The Fab Pore facial peel; The Wizard of Flaws, a line filling and illuminating wand, and Dr. Spot blemish gel.
Prices in the U.K. range from 3.99 pounds, or $5.97 at current exchange, for a pack of 25 Off Your Face cleansing wipes to 12.99 pounds, or $19.44, for a 50-ml. bottle of Make Yourself Youthful.
Kilgore declined to discuss projections, however, industry sources estimate Soap & Glory Skincare will generate first-year retail sales in the region of 4 million pounds to 5 million pounds, or $6 million to $7.5 million, based in part on preliminary sales.
The line hit shelves in about 200 Boots pharmacy doors in the U.K. starting late October and in Harvey Nichols stores from Nov. 1. It will likely bow in the U.S. next year. The original Soap & Glory line plus Soap & Glory Spa, a nine-unit collection of bath-and-body products featuring a variety of fragrances launched last year, are sold in Target and Barneys Co-op doors in the U.S.