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Saks Fifth Avenue is giving natural and wellness products an upscale new face. In May, the retailer will officially unveil The Beauty of Living Well, a dedicated sales area, in five of its stores. The initial brands sold will be Blue Lagoon, Skin Nutrition, Canyon Ranch Your Transformation and Vinita.
Product Quartet to LaunchThe Beauty of Living Well Areas at Saks
Saks Fifth Avenue is hoping that living well will also equal selling well.
The retailer is poised to launch The Beauty of Living Well, a dedicated sales area devoted to what Saks terms “natraceutical” products.
“We believe that this is the first time that a luxury retailer has taken such a significant step in promoting wellness and the holistic approach to beauty,” said Deborah Walters, senior vice president and general merchandise manager of cosmetics and fragrances for Saks Fifth Avenue. “Our customer already knows the importance of living well, inside and out. We are making it easier for her to shop that way.”
Walters has selected four brands (see below and opposite) to make up the initial rollout: Skin Nutrition, a line of treatment products and vitamins that she says promote beauty from the inside out; Canyon Ranch Your Transformation, a high-powered skin care range from the luxury health spa of the same name; Blue Lagoon, a brand that was created from nutrients found in the thermal waters of Iceland’s Blue Lagoon, and Vinita, a skin care brand from India that focuses on ancient beauty rituals.
Five of the retailer’s 54 doors will launch the dedicated area: Manhattan; Beverly Hills; South Coast Plaza in Costa Mesa, Calif.; Phoenix, and Palm Beach Gardens, Fla. All five will be operational in May. In addition, Saks Fifth Avenue’s Boston and Chicago stores will sell the Blue Lagoon brand.
This story first appeared in the April 11, 2008 issue of WWD. Subscribe Today.
Sales consultants in each of the stores will be extensively schooled in the brands included in The Beauty of Living Well. “This is new for us, as our existing sales consultants are only trained on the particular brand they are selling,” said Walters.
Down the road, Walters hopes to further expand the area to include a broader range of nutritional products and supplements, as well as additional brands and locations.