Lisa Hoffman has a new destination: bath and body care.
Less than a year after releasing Night and Day 24 Hour Skincare, Hoffman is expanding the antiaging line with a spa body collection — divided into bath and shower products — set to hit shelves in September. Like the prestige skin care items, the body products will be available in single-dose, disposable ampoules to streamline beauty regimens for on-the-go users.
“This system of simplifying skin care has many applications for women who travel and are just time-stressed in general,” said Hoffman, the jet-setting wife of actor Dustin Hoffman, who founded the line to ease her packing routine. “It was more than a skin care concept. It was a lifestyle concept. It was a natural first extension to move to body care.”
The shower lineup features cleansing gel, body scrub, body oil, body lotion and hand and foot cream; body soak, body wash, body polisher, body cream and hand and foot butter are in the bath lineup. Bath and shower products are numbered one through five to indicate the order in which they should be applied. Although prices are still being nailed down, items are expected to go for $15 to $55.
“We believe that when the consumer takes a shower, it is very different than when she takes a bath,” said Pamela Vaile, a product and marketing consultant to Hoffman. “Bath is really about de-stressing. The formulas are very rich and textured. The shower is a quick way to cleanse. It is more about reinvigoration; starting the day or evening.”
To formulate the body collection’s fragrance, Hoffman worked with Givaudan, which conducted a scent trek to rain forests around the globe to find exotic natural ingredients. Vaile claimed that two ingredients — Japanese agarwood and Star of Madagascar orchid — have never before been introduced to Western perfumery. Other ingredients in the spa body collection are acai oil, Cupuaçu butter, palm milk and crushed bamboo, and extracts of bamboo, star fruit, orchid, Hawaiian white honey, catuaba and guarana.
“The rain forest story is very relevant right now with the message of green and how important the green movement is to the consumer,” said Vaile. “There is a whole focus on really quality natural ingredients.” Hoffman added that a portion of the collection’s proceeds would go to a rain forest preservation group she declined to name because the arrangement is not yet final.
This story first appeared in the June 5, 2007 issue of WWD. Subscribe Today.
Hoffman’s current prestige distribution is limited to Apothia at Fred Segal in Los Angeles, Harvey Nichols in the U.K. and Dublin, Bergdorf Goodman and Colette in Paris. Separately, Hoffman has created a skin care line exclusively for the Home Shopping Network that is based around a weekly ampoule system. Three HSN shows on June 29 will highlight Hoffman’s brand.
“We will expand our retail distribution, but we will do it intelligently and in a manner that makes sense for the brand,” said Hoffman. “We will build the brand to maintain the prestige image.”
Industry sources estimate the brand will generate $3 million to $5 million in first-year retail sales.
Vaile said “aggressive movement in terms of sales” is coming from the ampoule items, but some customers are switching to full-size versions, which Hoffman has offered in skin care and will offer in body products as well. “Many customers are buying the packets to try for their travel and portable needs and then they are converting over to the brand,” said Vaile. The brand’s user-friendly packaging was designed by Marc Rosen Associates.
Later this year, Hoffman will unveil a fragrance collection that is being developed with Givaudan. Next year, she hopes to launch three more collections.
Lebanese Journalist Receives Group Clarins Award
PARIS — Groupe Clarins named Lebanese journalist May Chidiac winner of its 11th Prix de la Femme Dynamisante in Paris on Friday. Chidiac, who survived an assassination attempt in 2005, created a foundation last October to help the child victims of conflicts in Lebanon. The ceremony was a particularly emotion-filled event as previous prizewinners paid tribute to Jacques Courtin-Clarins, the company’s founder, who died in March. His son Christian Courtin-Clarins, Clarins’ president and chief executive officer, tearfully thanked guests for all the condolences the family had received. “That really helped us,” he said.