NEW YORK — For the holiday season, Origins is reaching back to its roots for growth.
This story first appeared in the August 8, 2003 issue of WWD. Subscribe Today.
The brand is building on its heritage in both the mask category and its core strength, bath and body, adding new products to its established ginger and white tea franchises. It is also introducing a new tag line for the brand overall.
“For this holiday season, our strategy is to showcase our strengths on many fronts —?including adding interest to established franchises,” said Lynne Greene, global president of Origins. “We’re especially happy to be launching a number of things in time for holiday, because we anticipate that consumers will not only buy these items as gifts for other people, they will also choose to treat themselves to a little something to get through the busy holiday season.”
The brand’s new tag line, “Feeling Good — It’s Only Natural,” came about as a result of extensive consumer research, noted Greene. It will be included on all of the brand’s advertising beginning in October magazines, as well as on its brochures, mailers and other consumer-related pieces. “When we surveyed consumers via the Internet, we asked them what words best summed up what Origins means to them,” said Greene. “Natural and feeling good were the two that came up most often. When we went back to them with the finished slogan, it was obvious that it was a perfect fit. And many of our fall launches speak to these words.”
As reported, Origins will introduce a new three-item line that addresses its core strength, bath and body, called Calm To Your Senses. The collection includes a bath and body soufflé, a bath and body oil and a body cleanser, all with a relaxing lavender-vanilla combination. It launches in Origins’ full 500-door U.S. distribution, which includes 380 department stores and 120 freestanding Origins stores, in November. “We have such a rich heritage in bath and body, but many of our launches over the last year and a half have focused on expanding our range into new areas,” noted Roberta Weiss, vice president, worldwide creative marketing for Origins. “This holiday season presented the perfect opportunity for us to revisit that arena in a major way.” Sources estimate that the new bath and body line will do upward of $10 million at retail in its first year on counter, and that about $1 million will be spent on advertising and promotion, including national advertising breaking in December fashion, beauty and lifestyle magazines.
That’s not to say that the brand will let up on its skin care focus, however. “We’ve been seeing double-digit growth in skin care, and for the fall it is still a priority,” emphasized Weiss, adding that the brand’s A Perfect World franchise continues to be a key driver for the brand’s skin care business.
To further build on the brand’s strengths in skin care, Origins is launching two new masks. “The mask category is very strong for us — it is a lead category that addresses our strengths in the aroma and skin care categories,” said Weiss.
No Puffery Cooling Mask for Puffy Eyes addresses “how to handle the morning after,” said Greene with a laugh. “If you’ve overdone it — which happens around the holidays —?this is designed to help you deal with that.” The mask includes yeast extract, intended to help shrink bags under the eyes, as well as lighten dark circles, and an anti-redness cocktail comprised of Hoelen mushroom extract, aloe vera and cucumber extract. Caffeine is included to protect the eye area from environmental damage, while an essential oil blend of rose, chamomile, lemon and orange is intended to help soothe skin.
No Puffery will retail for $20 for 1 oz. and launches in October. It will be available in Origins’ full U.S. distribution. National advertising will break in November magazines; more than 1 million direct mail pieces, promoting the mask category, as well as 160,000 samples, will be distributed. To further promote the category, the brand will sponsor “Maskerade” parties around Halloween in-store, where customers will have an opportunity to try each of the masks.
The brand will also roll out another relaxing product — a facial mask called You’re Getting Warmer — also in October. The clay mask, which heats on application, is intended to open and deep clean pores. The mask also contains sea salts to exfoliate the skin, vitamin E to moisturize and a cinnamon scent to soothe. Coming in October in Origins’ full distribution, the mask will retail for $18.50 for 3.4 oz.
The mask focus product in the category’s advertising and sampling will be No Puffery. While none of the executives would comment on projected advertising spending, sources estimated that the advertising and promotional budget for the campaign for both masks would top $1 million and that combined first-year sales for the two masks would be about $5 million.
In the gift area, Origins will also add variety to its A Perfect World franchise with a new bottled white tea drink coming in November, $3 for 9.5 oz., and to its Ginger franchise with Ginger Glimmer Whipped Body Cream, $30 for .7 oz.