NEW YORK — Beverly Sassoon is no stranger to the beauty industry. After many years learning the ins and outs of hair care with former husband Vidal Sassoon, she is now preparing for her own entry into the beauty arena with the launch of a...
NEW YORK — Beverly Sassoon is no stranger to the beauty industry. After many years learning the ins and outs of hair care with former husband Vidal Sassoon, she is now preparing for her own entry into the beauty arena with the launch of a natural skin care line called VitaOrganics this fall.
"It was a personal thing," said Beverly Sassoon. "I was looking for something that would not irritate my skin and leave it itchy or blotchy. I had to create something that met my own needs."
Irritation, said Sassoon, plays a huge role in the aging process. "It weathers the skin," she said. "And while I can’t control the pollution my skin comes in contact with, I can control what products I put on."
The result of her efforts? A seven-item collection, with an emphasis on anti-aging, that features ingredients such as red clover, ginseng, horsetail extract, licorice, lemongrass, chamomile and echinacea — all culled from African, Asian and European plants.
"Its about letting your skin work naturally," she said.
VitaOrganics, which Sassoon developed alongside her son Elan, launched this month on ShopNBC.com and will be featured live on the ShopNBC network starting Sept. 18. "I like [direct sell] because it allows me to connect with the consumer," she said. "It allows you to be an educator."
The VitaOrganics line was originally sold in Target doors. According to Sassoon, it was pulled after a brief test run. "It was the wrong fit," she explained. "This is a line that needs to be explained."
And explain she will. On ShopNBC, Sassoon is scheduled for five hours of airtime within the first three days.According to Sassoon, ShopNBC has grown from $80 million in sales to $600 million to $700 million in sales within the last three years. "They reach 52 million homes, why wouldn’t you want that?" she said. Also, she said, "our demographics fit. And women who [buy from] ShopNBC are more willing to pay for branded products."
VitaOrganics will be featured in the ShopNBC program guide, in mailings to past and present ShopNBC consumers as well as on credit statement inserts to the entire ShopNBC customer base.In addition, the line will be featured in 30-second commercial spots that will air three to four weeks prior to the launch and in newspaper advertisements that will run in eight top U.S. markets.
The VitaOrganics line, geared toward women aged 35 to 55 years old, will launch with VitaOrganic Ultra-Gentle Cleanser, retailing for $29.50; VitaOrganic Detoxifying Toner for $29; VitaOrganic Ultra-Lite Moisturizer for $39.50; VitaDefense Age-Defying Moisturizer with SPF 15 for $39.50; VitaOrganic Eye Cream for $45; VitaOrganic Night Cream for $47, and VitaOrganic Skin Support Serum for $51. Additional products, such as a Botox cream, will follow.
Due to an agreement with former husband Vidal, Sassoon will refrain from making any product in the human hair category. But this won’t stop her from expanding into other areas of beauty. "This would be a nice launching pad for body [products]," she said. "I just want to establish credibility for the brand first."
While she declined to make an annual forecast, Sassoon did note that the company is prepared to sell $1.7 million worth of product within the first four days following the Sept. 18 debut. "Skin care lines [sold in a direct sell venue] can do in excess of $100 million per year," she said. "So the potential is there."
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)