PARIS — Beauty is going back to basics with V.O., the new skin care brand from Parfums Parour.

V.O., short for Version Originelle (Original Version, in English), is an eight-stockkeeping-unit line conceived by Parfums Parour, a division of Groupe Parour. It will be introduced in French mass market stores this month.

The new items are meant to respond to a demand for easy-to-understand products.

"Women feel overdosed from [today’s] complex beauty offer," said Françoise Etcheverry, marketing director for V.O. "There is a rejection [of that] and skepticism toward technical communication."

Parfums Parour focused less on the technical aspects of the line and more on the products’ sensorial elements.

"We said we needed to launch a skin care line based on indulgence and pleasure, which is accessible to all," said Abdallah El Ghandour, managing director and member of the Parfums Parour board.

Industry sources estimate the V.O. line could generate $1.1 million in wholesale volume in its first year. All dollar figures are translated from euros at current exchange rates.

Each V.O. product, developed by the Laboratoires NovaScience, another division of Groupe Parour, is suitable for a person of any age with any sort of skin type, said Etcheverry. All of the product formulas are based on natural ingredients, including rice milk, honey, sugar cane, red berries, bamboo sap and lotus extract.

Prices for the line range from $4.90 for a 200-ml. bottle of La Brume Lactee spray-on makeup remover to $10.20 for a 30-ml. bottle of La Seve Jeunesse antiage treatment. The collection also includes ice cubes meant to freshen complexions, called Les Eclats Givres, among other products. All prices are for France.

V.O. will be distributed by Compagnie Europeenne des Parfums, also a division of Groupe Parour, and is expected to be in 700 French doors by yearend.

Beyond France, El Ghandour said he plans to introduce the brand on a "country-by-country" basis, with some Eastern European countries up next.

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