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NEW YORK — A Perfect World is about to get a little bit better.
This story first appeared in the September 6, 2002 issue of WWD. Subscribe Today.
Origins, which launched its A Perfect World franchise in fall 2001 with A Perfect World White Tea Skin Guardian, is adding an eye component in January with A Perfect World for Eyes. The franchise also currently includes a body cleanser and two body hydrators.
“We’re very excited to launch an eye component, particularly because we believe so strongly in the power of white tea,” said Lynne Greene, worldwide president of Origins. “We find that consumers believe in its power too, particularly in its strength as an antioxidant, and in the concept of skin operating at its peak efficiency — which is the idea behind this franchise.”
Janet Pardo, vice president of global product development, noted that the new product is an extra-gentle hydrator that is also intended to firm the skin around the eyes. “The white tea helps to block oxidation and assists in natural cell turnover, and boswellia and white birch extracts conserve cell energy so that skin produces optimal amounts of collagen and elastin,” she said. Also included in the formula: vitamin A to help smooth skin, yeast extract to lessen dark circles and mica to scatter light and help disguise dark circles. The product is lightly scented with Origins’ signature blend of bergamot, lemon, mimosa, orange and spearmint.
According to Roberta Weiss, vice president of global marketing for Origins, the new product is also part of an Origins strategy to focus on the brand’s growing facial skin care consumer base. “Part of our perception among consumers in the past has been that we are a bath-and-body line,” she said. “We do great business in these areas, but we also want to showcase the fact that we are a treatment line, too.”
A Perfect World for Eyes retails for $28.50 for a 15-ml. pump container. It will be available in about 500 doors, including Origins’ 120 retail stores and 380 department store doors, as well as on origins.com and gloss.com. While none of the executives would comment on the product’s projected sales, industry sources estimated that it would do at least $6 million at retail in its first year on counter.
National advertising —?with the tag line “You Won’t Believe Your Eyes” — is planned, beginning in January fashion, beauty and lifestyle books. Sampling will be a large part of the awareness effort, with about 1.5 million mailers planned that will invite consumers to try the original A Perfect World facial product. About 350,000 in-store samples of the original facial product are slated. “It’s part of our strategy to link this product to other items in the family,” noted Weiss. None of the executives would comment on the brand’s advertising and promotional budget, although industry sources estimated it at about $1.5 million.
And while the product’s official launch date is January 2003, Greene noted that the brand would link into the growing trend of placing new products on counter on Dec. 26, to take advantage of heavy postholiday traffic. Greene also hinted that future products containing white tea are in the works: “White tea is something that will be a part of Origins for many years to come,” she said.