LONDON — British beauty brand Cowshed has been given a makeover.
The bath, body, hair and skin care line, made at Babington house in Somerset, has relaunched with new products, packaging and price points —?and more humorous names to boot. It has also expanded its reach to the U.S., where it is currently available in one door.
“We wanted to update the line and strengthen the Cowshed identity,” said Sarah Jones, head of Cowshed. “It’s important to keep the products and brand fresh.” Named after the former use of the site where the products are now handmade — using herbal infusions from the nearby organic garden — Cowshed originally launched in the U.K. in 1999.
The line now consists of eight products, all of which have been reformulated with new fragrances and pure essential oils. Every product is also 100 percent vegetarian and doesn’t contain petrochemicals. New additions to the collection include Baby Cow gentle bath milk for pregnant women and children and Bullocks Bracing body wash for men.
“The production is the most fun part of the job,” said Jones. “I love trying new formulations and combinations of scents, seeing how they feel on the skin, how they smell, texture and the overall look.”
As part of the relaunch, which took around a year to complete, prices have been lowered by around 30 percent.
The line now starts at $10.50 for a 15-gram Lippy Cow natural lip balm to $25 for a 300-ml. Stroppy Cow calming bath and massage oil. Cowlick hair wash is priced at $16.50 for 300 ml., a Filthy Cow soap set of three 85-gram bars is at $18 and a 300-ml. Frisky Cow invigorating foam bath is priced at $21.
There’s also an Until The Cows Come Home travel kit, which consists of four 150-ml. bath and body products — Cowlick hair wash, Saucy Cow hair conditioner, Mad Cow evening body wash and Cow Pat nourishing hand cream packaged in a cow print wash bag — priced at $56.
For the home, there is a three-item Lazy Cow chamomile scented candle collection priced at $25.Products are now packaged in plastic dispensable pump bottles instead of glass. “Glass bottles just aren’t suitable for bathrooms or traveling,” said Jones. “You can throw these in a gym bag and they’re light to carry, too.”
Cowshed products are available in seven doors in the U.K., including Harrods, Harvey Nichols, Liberty and Babington House. In the U.S., the products are available to members and guests of Soho House, a private bar and hotel in Manhattan.
Cowshed also boasts a comprehensive selection of spa treatments, including facials, massages, wraps and scrubs, maintenance and waxing. New treatments include Holy Cow, a one-hour-and-20-minute reflexology and Indian head massage priced at $130; a 45-minute Bull’s-eye treatment for $65 which combines a facial cleanse, moisturize and acupressure, and lymphatic drainage around the eye area to relieve stress and reduce puffiness, and ahour and 10 minute Cow Belle therapeutic pedicure with herbal foot soak, foot mask and toe wax for $99. New prenatal and postnatal treatments start at $150.
All treatments are available in the U.K. at Somerset House, where there are four treatment rooms, a Mongolian tent and two outdoor Native American teepees, and in the U.S. at Soho House.
— Sarah Harris
LANCOME’S EXEC MOVES
NEW YORK — Lancôme has expanded the duties of two of its brand executives and promoted two others early this week. Elana Drell-Szyfer, vice president of treatment marketing, has been named vice president of marketing for treatment, fragrance, sun, body and hair.Elizabeth Park, vice president of makeup marketing, has been named vice president of makeup and promotional marketing. Both report to Odile Roujol, deputy general manager and senior vice president of marketing for the Lancôme division of L’Oréal USA.
In her expanded role, Drell-Szyfer will oversee the development and execution of marketing and advertising strategies in the U.S. for the division’s sun and Body products as well as for Hair Sensation, Lancôme’s 2003 entry into the hair care market. Drell-Szyfer will also assume responsibility for Lancôme’s portfolio of fragrances.
Park’s additional responsibilities will include the design, creation and execution of Lancôme’s retail event strategy, all gift-with-purchase and purchase-with-purchase programs, and the development of in-store collateral materials for both special events and product launches. Thayer Lavielle, who recently joined Lancôme as assistant vice president of promotional marketing, will report directly to Park.In related moves, William Colli has been promoted to assistant vice president of marketing for fragrance, sun, body and hair, and Carolina Madero has been elevated to assistant vice president of treatment marketing. Both will report to Drell-Szyfer.— Julie Naughton
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