My Blend by Dr. Olivier Courtin is getting a vitamin boost.
With the launch in spring of a new skin care item called Vitamin Power Emergency Booster, Clarins is aiming to bolster its year-and-a-half-old My Blend treatment collection.
My Blend will introduce in April the Vitamin Power treatment product, which is designed to provide vitamins A, C and E to the skin to combat stress and fatigue.
“It’s an immediate vitamin infusion that provides relief from dullness and fatigue,” said Caroline Pieper-Vogt, senior vice president of group business development for Clarins.
Vitamin Power Emergency Booster is an extension of the My Blend assortment, a collection based on customizing day and night cream and lotion bases, or “essential blends,” to address specific skin concerns. The idea is to infuse the Vitamin Power booster — which comes in syringelike packaging — into the cream or lotion essential blend, then mix the infused concoction, and apply it topically to impart the vitamin composition. The company refers to this concept as a “minilab format.”
Vitamin Power Emergency Booster employs Vitamin A, which is found in many skin care products on the market, to renew and help turnover new skin cells. Vitamin C is used to stimulate the skin and boost collagen and vitamin E is used to fight fatigue and free radicals. The item, which also contains the fatty acids Omega 3 and Omega 6 to moisturize, is priced at $45 for 1.5 ml.
“Their potency makes them unique,” said Pieper-Vogt, referring to Vitamin Power Emergency Booster and the six existing syringelike Emergency Boosters that My Blend has on the market. “Each has a different function depending on what your skin needs.”
My Blend items primarily come in a duo coffret. The day versions range in price from $170 to $215 and the night blends cost slightly more. There are also refills on 1.7-oz. versions of the bases.
Distribution of the line is highly limited in the U.S.; it is found at Saks Fifth Avenue as well as at Warren-Tricomi in the Plaza in New York and at Studio Fred Segal in Los Angeles. It also has a point of sale in Switzerland and has recently been introduced in Le Bon Marché in Paris.
Pieper-Vogt’s strategy is to keep distribution limited and she conservatively estimated that My Blend could reach as many as 30 stores in the U.S. by this time next year.
Industry sources estimate the addition of Vitamin Power Emergency Booster could push total sales of My Blend to as much as $3 million at retail this year.
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