NEW YORK — Sea Breeze, once a popular teen necessity as an acne-fighting astringent, lost a bit of luster over the years as its original consumer base grew up. But now, Sea Breeze has matured with the introduction of its new line of skin care treatments, Sea Breeze Naturals.
"We wanted to give [consumers] a full line of skin care products that combines science with the best of Sea Breeze," said Lauren Schroeder, Sea Breeze's vice president of marketing.
According to recent marketing research, Sea Breeze consumers who once used the Actives astringent line are now more concerned with general skin care. Along with the increase in natural skin care product sales, Sea Breeze hopes to capitalize on this change with the launch of its new line in April to target pre-antiaging women ages 18 to 34.
"We really see it more as an evolution and expansion to our target market," said Schroeder. "It's amazing how many people have stayed loyal to this brand."
According to Schroeder, the company forecasts that the new line will generate approximately $28.6 million its first year on shelves. Sea Breeze total sales for 2006 are expected to reach $50 million.
Naturals offers six new products including three cleansers, two astringents and a moisturizer. Schroeder said the company predicts the Purifying Clay Cleanser will stand out most to consumers because clay cleansers aren't common.
"The problem with most natural products like this is that they expire after a while, smell funny or they don't work," she said. "There have been a lot of clay masks out there from other companies, such as Avon, but not a lot of clay cleansers."
Utilizing a combination of natural sea minerals and botanical extracts, Naturals helps support the skin's immunity with an antibacterial and acne-fighting formula, according to the company.
"The products will hydrate, heal and increase the circulation of blood flow on the face," said Dr. Uma Tripathi, vice president for research and development for Idelle Labs Ltd., the makers of Sea Breeze and a division of Helen of Troy, which is based in El Paso.
The new cleansers will feature triclosan, "one of the best antibacterial agents on the market," Tripathi said. Meanwhile, the astringents will contain small amounts of acne medicine — an improvement from the Sea Breeze Actives astringents that contain large amounts of alcohol.Because of the gentler formula, the Naturals line will allow for everyday use by consumers.
"There is a need in the marketplace for healthy skin," said Schroeder. "Just because you don't have acne, you may still get an occasional breakout."
Sea Breeze Naturals' advertising will include a print campaign scheduled to break in magazines in May.
The new products will stick close to its roots of the sea by featuring baby-blue packaging and a wave-like bottle design. All products will be introduced in food, drug and mass retailers, including Wal-Mart and CVS, and have a suggested retail price of $5.99.
According to Perry Sansone, vice president of sales for Idelle Labs, Sea Breeze Actives is currently sold in about 50,000 U.S. doors. Initially, Sea Breeze Naturals will be in about 32,000 doors, but distribution is expected to increase by yearend.
When Sea Breeze was first launched by Sea Breeze Laboratories in 1906, it was recognized for the antiseptic, which at the time, was primarily used for minor cuts and bites. Shortly after Bristol-Myers Squibb purchased the international rights for Sea Breeze in 1979, Sea Breeze was reformulated to be an astringent.
When Idelle purchased the brand in 2003, there were only astringents in the product lineup. Sea Breeze Naturals evolved from Sea Breeze Actives, which launched last year, after the ingredients were reformulated.
“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