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Tocca Broadens Into Bath and Body

NEW YORK — Splish, splash — Tocca is taking a bath. <br><br>The apparel company, which first dipped its toe into the beauty category in 1997 with a solid perfume, is expanding into the bath-and-body category this fall. <br><br>The Tocca...

NEW YORK — Splish, splash — Tocca is taking a bath.

The apparel company, which first dipped its toe into the beauty category in 1997 with a solid perfume, is expanding into the bath-and-body category this fall.

The Tocca Beauty bath and body line will consist of four stockkeeping units: Bagno Profumato, a shower gel with olive oil, calendula flower extract and honey retailing for $19, and Crema Da Corpo, a body cream with sweet almond oil, oat kernel extract and shea butter, retailing for $28. Each item is available in two scents, Florence and Stella.

Florence, named for Tocca president Gordon Finkelstein’s two-year-old daughter, combines notes of rose with an iris root base. Stella shares its moniker with Tocca chairman Edoardo Mantelli’s one-year-old daughter. This scent is a blood orange combined with notes of honeysuckle. Both scents were created by Givaudan in collaboration with Tocca Beauty.

The products are sold in 8-oz. cylinder bottles packaged in a light yellow box, lined in pale green. The box opens to reveal the “Love Yourself” message inside.

“We took a different approach to our logo,” said Tocca Beauty manager Silke Steinberg. “Each Tocca Beauty product has a different icon on the bottom of the circle with the crown. For the cream and shower gel, we have emphasized the actual icon and taken it out of the circle. We will use a mermaid because it felt so ideal for the bath and body line.” A band around the box and bottle displays the company and product names; the company’s name had previously been displayed in the circle.

Starting this October, Tocca’s bath and body line will enter about 200 doors nationwide, including Barneys New York, select Saks Fifth Avenue stores, Blue Mercury and Fred Segal Essentials, as well as select beauty, apothecary stores, spas, gift and accessories stores in the U.S. In November, the line makes its European debut at Harrods in the U.K., Barneys Japan and Ludwig Beck in Germany. Tocca’s existing products are currently in about 250 doors.

Industry sources expect the bath and body line to do $600,000 to $800,000 in first-year retail sales. Tocca Beauty, as a whole, is expected to ring up approximately $3 million at retail in the year 2003.

This story first appeared in the August 16, 2002 issue of WWD.  Subscribe Today.

Finkelstein said that the launch of these products is only the beginning of a complete collection of personal care items. “We’ll be taking the brand in new directions as we launch products over the next three years,” he said. “We will be extending the range and really expanding Tocca Beauty as a whole.” While he noted that the brand’s core audience currently ranges from 22 to 38 years old, he said he’d like to expand that age range.

Already on Finkelstein’s drawing board: a new bar soap line, coming in spring 2003, and a line of eau de parfums set for a fall 2003 launch. The bar soaps will retail between $8 and $12, depending on size, with a gift soap set with three smaller bar soaps, to sell between $25 and $28. The new fragrance collection will include the Florence and Stella scents from this launch, as well as scents from the company’s existing line of candles. Plans have also been laid to develop a rich body cream, body scrub and bath oils.