NEW YORK — Orlane is going to extremes — by expanding its B21 Extrême Line Reducing Care treatment collection, which was created four years ago to address fine lines and wrinkles.
The high-end French skin care brand is launching B21 Extrême Line Reducing Extract, the fourth addition to the Extrême lineup. The new stockkeeping unit is scheduled to launch concurrently in the U.S., Italy and France early next month. It will then roll out to the rest of Europe and Orlane’s full distribution in 110 countries, including Japan.
The Extrême Extract move occurs amid an Orlane strategy to "further refine" its distribution here, said Luigi Rivetti, Orlane’s general manager for the U.S. Citing Orlane’s current number of U.S. locations, which falls between 110 and 120 doors, Rivetti said: "We’ll select probably half of those and really focus on and invest in them." Saks Fifth Avenue, Neiman Marcus and select Bloomingdale’s locations are among the retail accounts Rivetti is targeting.
Meanwhile, a focus on the product offering — especially within Orlane’s B21 sub-brand — has increased Orlane’s skin-care sales in the U.S. by 50 percent in the last three years, Rivetti pointed out. According to industry estimates, Orlane’s total U.S. sales volume is between $15 million and $20 million, 90 percent of which is generated by skin care.
Although Rivetti wouldn’t talk numbers, sources estimate Extract could garner first-year retail sales of $1 million in the U.S.
Extract targets women ages 35 and up and is priced at $200 for a 1-oz. pump bottle. The product employs a proprietary compound called Memoxyle, which includes isoflavone extracted from clover — hence the name Extract — for protein synthesis, and beta glucan to counter free radicals. Extract is intended primarily for nighttime use on the face and neck.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast