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Therapy Systems Targets Teens

NEW YORK — Therapy Systems wants to add teens to their roster of clients.<br><br>In early November, the brand will launch Oil Free Moisturizer, its first teen item. The product retails at $34 for a 4-oz. plastic jar, according to Linda Roberts,...

NEW YORK — Therapy Systems wants to add teens to their roster of clients.

In early November, the brand will launch Oil Free Moisturizer, its first teen item. The product retails at $34 for a 4-oz. plastic jar, according to Linda Roberts, president of Therapy Systems and owner of Private Edition, a Nashville beauty boutique.

Roberts saw a need for quality skin care for teens. “I have owned Private Edition for 22 years and the customers have grown. The desire for good skin starts younger and younger every year and I felt surely I needed to do this when they started paying $19.99 [for mass brands] in the drugstore,” said Roberts. “It’s packaged the way young people like — they don’t need glass and it’s at a price point they can afford. This is where we are going.”

Roberts contends that the product offers a good value for teens, at 4 ounces for $34. “Most products come in 2-oz. jars,” she noted.

Oil Free Moisturizer will be available in Therapy Systems’ established doors of distribution that include Henri Bendel, Fred Segal Essentials, Private Edition, select Nordstrom, Harvey Nichols and Fenwick’s in London and Beauty Square in Hong Kong.

Industry sources expect the moisturizer to do $350,000 at retail in the first year.

Therapy Systems has two additional teen products in the works; Matte SPF30, a sunblock formulated to appear matte on oily and combination skin, will launch in February 2003, followed by an active cleanser in March. “If you get them a quality product for their young oily skin you can even get them to use sunblock at an early age,” said Roberts.

Private Edition launched its first 48-page catalog Sept. 9 that highlights more than 65 brands of high-end skin care, hair care and makeup. The catalog will publish its second issue, with 66 pages, next year on Feb. 1. Meanwhile, a Web site for the Therapy Systems brand, therapysystems.com, is launching Oct. 14.

This story first appeared in the October 11, 2002 issue of WWD.  Subscribe Today.