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NEW YORK — Move over dermatologists.
This fall, the skin care category will have a new addition — a luxe line created by nurses. L’Athene, due to launch in October, was created by Nan Brown and Lil Bogdan, two registered nurses who have specialized in treating severe burns and other extreme skin conditions for over 15 years.
The Mission: After working closely with patients and their skin care dilemmas, Brown and Bogdan decided to create a skin care line that assisted the skin in healing itself. “It’s about getting your skin into a healthy state,” said Brown, who had suffered with problem skin for years. “Skin will heal itself if you provide the right nutrients and the right environment.”
The Concept: L’Athene — named for the Greek goddess of wisdom, Athena, and also translates into “nurse” in Sanskrit — will include nine stockkeeping units at launch. Each product in the line was created with the Biocharge Micronize Process, “an exclusive emulsifying system that helps maintain the composition of each plant extract to ensure that their active elements are kept alive.”
The Goal: Industry sources estimate the collection could bring in about $1.5 million in first-year retail sales. Prices range from $45 for a 6-oz. bottle of Primesse Essential Facial Cleanser to $90 for Rejuvenate Skin Resurfacing Night Creme with Glycolic Acid. A trial-size kit of the L’Athene’s SR-3 Skin Rejuvenation System — three daily-use products that cleanse, add nutrients and rebalance — will retail for $120. L’Athene is set to make its debut in eight Nordstrom locations Oct. 1. According to Bogdan, the line will eventually roll out to other specialty department stores and boutiques.
The Creation: Brown and Bogdan, both now certified aromatherapists, note that their line, geared toward women aged 20 to 50 and beyond, is not just about one key ingredient, but rather a wide range of botanicals, fruit acids, essential oils, antioxidants and vitamins all combined with Biopure Water. Ingredients include milk thistle, green tea, chamomile, grapefruit oil and echinacea.
The Message: “The time is ripe for healthy skin care. More and more people value their health and are looking for a better way of life — this includes natural products, said Brown. “Based on our experience, we understood the role that nutrients played on skin health. What we created are truly pure formulations that not only help skin become beautiful and radiant skin but are luxurious to use.”
The company, based in Charleston, South Carolina, plans to gradually expand its skin care offerings as well as develop other market segments.
Editor’s Note: Launch Pad is a periodic feature appearing on Fridays xcovering new products and strategies.