NEW YORK — There’s nothing like a fresh idea to breathe new life into a business.
That’s why Alina Roytberg, co-founder and creative director of Fresh, is so excited about the new business opportunity she’s currently exploring: spas.
"We have been thinking about offering Fresh in very specific types of spas and have been approached by many spas over the years," Roytberg said. "I wouldn’t say this is an entirely new direction for us but it’s one that is very exciting."
Roytberg’s excitement has been ignited by the thought of seeing her successful body care line used in an environment in which the products can be properly experienced.
LVMH Moët Hennessy Louis Vuitton purchased a majority stake in Fresh in Sept. 2000, which is best known for its milk-, sugar- and soy-based beauty products. It operates five stores in the U.S. and is carried in Barneys New York, Neiman Marcus, Bergdorf Goodman and Sephora. Fresh opened a store-within-a-store in Selfridges in Manchester in September, and is planning to open a store in Korea at the end of this month. The brand looks to end fiscal 2002 with approximately $25 million in sales.
Custom making treatments for innovative, theme-based spas also allows Roytberg to stretch her creative legs with Fresh’s core products. Her first foray into creating exclusive spa treatments began in September with London-based spa, Calmia. Blending New Age sensibility with modern conveniences, Calmia is designed to inspire the feeling of a trip to Bali.
In turn, Roytberg designed two treatments for the spa, the Fresh Japanese Sake Ritual and the Fresh Japanese Shiatsu Facial. The 60-minute facial includes a series of techniques and products, beginning with a cleansing treatment using Fresh’s Soy Face Cleanser, followed by a facial wash using Fresh Rice Face Wash. Then, a deep exfoliation mask is applied using Fresh’s Sugar Face Polish. During this treatment, reflexology is performed using Fresh’s Rice Dry Oil. The facial is capped off with Rose Face Mask by Fresh, for a cool and toning feel, followed by an antioxidant face massage with the Rice Dry Oil. The facial costs approximately $110.The two-hour body treatment uses Fresh’s soy-, sake- and rice-based products. There’s a Sake Bath Foot Soak, a Brown Sugar Body Polish exfoliation and a Sake Shiatsu Facial. The body treatment costs approximately $225.
Fresh also recently started an amenity program with the Bacara Resort & Spa in Santa Barbara. Products look like "mini Fresh items" and feature Fresh’s Sugar Bath line, including Sugar Bath Lychee Shower Gel, Sugar Bath Lychee Lotion and Sugar Bath Lychee Soap. Fresh hair care products, such as Soy Shampoo and Pomegranate Conditioner, are also offered. All bear the Fresh label. "We wouldn’t be interested in private label," Roytberg said, explaining that raw materials for Fresh are very expensive.
Roytberg said she is working on developing something unique for Bacara’s spa. To come up with ideas, she is considering the spa’s environment and climate. She also plans to spend some time looking for other potential spa clients in 2003.
Additionally, Roytberg has been focusing on the brand’s store presence. In February she renovated the first Fresh store, located in Boston. "We changed all the fixturing and opened it up to make it feel like our newer stores. Business has grown 40 percent."
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty