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Yes To Inc., the all-natural beauty brand that has thus far tapped into carrots, tomatoes and cucumbers, is cultivating a new fruit for its entry into the antiaging category: blueberries.
This story first appeared in the August 3, 2010 issue of WWD. Subscribe Today.
The five-item Yes to Blueberries Age Refresh line will launch in the U.S. in October, before rolling out to the brand’s global distribution of more than 30,000 doors in 31 countries. Currently, Yes To is in about 18,000 doors in the U.S., including Walgreens and Target.
“Blueberries are a superfruit, with one of the highest levels of antioxidants out there,” said Ido Leffler, Yes To’s co-founder who counts Chief Carrot Lover among his titles. In addition to blueberries, each product in the line also contains two other key ingredients. Age Refresh Intensive Skin Repair Serum contains polyphenol-rich apple extract and organic cotton thistle, which Leffler said boosts natural collagen production, for example, while the Eye Firming Treatment contains olive fruit oil and paracress flower, which Leffler said is particularly efficacious at helping to diminish the appearance of crow’s feet.
The line came about after Yes To invited its best customers, which it calls its VICs (or Very Important Carrots), to a San Francisco speakeasy for cocktails and conversation to delve into their unmet beauty needs. “They were looking for an antiaging line that is natural, that is going to work and that doesn’t cost the earth,” Leffler said, of the learnings from the evening. To that end, prices range from $9.99 for a cleanser to $19.99 each for the serum, day and night moisturizers and an eye cream.
Yes To also took an unorthodox approach with the language of the line. “We wanted to come out with a positive message about aging,” said Leffler, “and take the anti out of aging. Hence the name Age Refresh.”