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Rocher, Shiseido Inspired by Nature

PARIS — Yves Rocher and Carita are going au naturel for their spring 2003 introductions.<br><br>Shiseido-owned Carita will launch Force Minerale, or Mineral Power, a five-unit line of body care products containing minerals culled from...

PARIS — Yves Rocher and Carita are going au naturel for their spring 2003 introductions.

Shiseido-owned Carita will launch Force Minerale, or Mineral Power, a five-unit line of body care products containing minerals culled from volcanoes.

The line, which will bow globally in March, was conceived to tap into the burgeoning spa and well-being market, explained Aude de Nys, marketing director for the brand.

“Carita’s strategy is to concentrate its distribution in spas and prestige beauty salons,” she continued. “We had to have a complementary offer for points of sale.”

The company says Force Minerale items provide the minerals and trace elements needed to maintain healthy skin thanks to ingredients such as phonolite, a fine powder found in the heart of extinct volcanoes, and birch sap.

Force Minerale will replace Carita’s Marine body care line. And industry sources estimate Force Minerale could generate $430,000 in retail volume in France in its first year.

The line includes a 200-ml. Mineral Power bath milk; Renovating Mineral Power, a 200-ml. body scrub; a 200-ml. Moisturizing Mineral Power moisturizing emulsion; a 200-ml. Nourishing Mineral Power moisturizing cream, and a 200-ml. Satining Mineral Power dry oil. These products will sell for $29, $39, $39, $46 and $39, respectively.

All dollar prices have been converted from the euro at current exchange rates and are for France.

Yves Rocher is also going back to nature with revamped versions of its Couleurs Nature makeup line and Serum Vegetal skin-care products.

Couleurs Nature will get a complete makeover starting in January 2003. The packaging of the 97 products has been overhauled for a more modern look.

“In the ‘90s, we had a more figurative way of seeing nature — with green leaf-like packaging; now we see nature in a more sensorial way,” explained Jean-Christophe Peyron, product manager at Yves Rocher.

The packaging for the revamped line, created by Sylvie de France, is silver and brown and features rounded, asymmetric corners.

The new collection is divided into nature-inspired subcategories — Voluptuous, Shiver and Vibrant. The Vibrant category includes foundation, Shiver includes eye shadows with a cooling effect, while Vibrant features light-reflecting lipsticks and nail polishes.

This story first appeared in the December 6, 2002 issue of WWD.  Subscribe Today.

Prices range from $6 for a 1.1-gram eyeliner pencil to $15.10 for an 8-gram powder compact. Some of the color cosmetics will be introduced through Yves Rocher’s catalog in January 2003 — with the full lineup being included between February and April — and enter stores in Europe in February 2003. The full introduction will take place by March Europe-wide, while the U.S. will get the line in mid-2003. Industry sources estimate that the line could do more than $30 million at retail in its first year.

The Serum Vegetal skin-care line, based on shitake mushrooms, is also being reworked.

The new line is meant to help fight aging among a wider age range, women 35 and up, with bio-vegetal hormones, which purportedly protect skin and increase cellular renewal.

Industry sources estimate Serum Vegetal could ring up $30 million at retail in its first year.

The line includes products for daily use, intensive treatments and lifting items. Prices range from $8.50 for a packet of 25 makeup-remover towelettes to $35 for a 30-ml. serum.

In spring, the line will roll out in the U.S., Canada and Mexico.