NEW YORK -- Caswell-Massey, a traditional apothecary brand of Old World beauty products, is exploring new territory.
Caswell-Massey made its TV debut on On Q Monday with a 30-minute segment about its new face and body lotion, called Beauty Nectar, that aired twice that day. The foray into TV marketing is the latest addition to Caswell's traditional channels of distribution -- which include specialty stores, department stores and mail order catalogs.
Beauty Nectar, an allover face and body lotion that contains alpha-hydroxy acids, will be backed by the company's first national print campaign and its most aggressive sampling and promotional level to date, Hadley said.
The company is planning to spend $350,000 on print advertising from now until next January, according to Jacqueline Hadley, the firm's chief operating officer. "We think that since the product will have such a broad appeal we can expand beyond our traditional selling venues," said Hadley. "We are also hoping that Beauty Nectar, as well as our unprecedented levels of support behind it, will open more department store doors for us. Traditionally, support has been a hurdle for us."
Hadley noted that the company hopes to add 500 more department store doors within two years, for a total of 725.
Body Nectar became available in the company's catalog and started rolling out to the 27 Caswell-Massey stores nationwide and in Hong Kong this month.
The new item will also be sold in the two stores the company is planning to open this year. Next month, Caswell-Massey will open a store in Trump Tower in New York. In November, another store will make its debut on the island of Maui in Hawaii.
Next month, Beauty Nectar is scheduled to hit the company's 225 department store doors, which includes select units in Macy's, Parisian, J.C. Penney, Bloomingdale's and Marshall Field's.
The 8.8-oz. glass jar will be priced at $37.50.
The company is so convinced of Beauty Nectar's potential that line extensions are already on the way. According to Hadley, a Beauty Nectar alpha-hydroxy cleansing bar is due out in January. A tube of the lotion will follow in April. A men's aftershave is planned for May.The company maintains that, unlike many other alpha-hydroxy products, Beauty Nectar can be used on the face as well as the body. For the most part, companies have been launching separate treatment products for the face.
Hadley projected Beauty Nectar at 5 percent of total company sales this year. Next year, with the line extensions, it would rise to 8 percent of sales.
Although Hadley declined to be specific, industry sources estimated that Caswell-Massey's 1994 sales will be around $50 million retail.
That would give Beauty Nectar sales of $2.5 million this year.
Support for Beauty Nectar began when its print ad broke in the September issue of Victoria magazine. The campaign will continue through the end of this year and, it is sceduled to run in additional magazines -- Allure, Gourmet, Elle and Arts & Antiques.
The ads, which will appear again in February, will either be tagged with the name of a department store or an 800 number allowing consumers to order directly from Caswell. The ad schedule has not been decided.
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