NEW YORK — This summer, Aveda will move its top-selling Rosemary Mint franchise down — to include the body, that is.

This story first appeared in the June 21, 2002 issue of WWD. Subscribe Today.

The unisex Rosemary Mint Body Care Collection, coming in July, joins two of Aveda’s best-selling hair care products: Rosemary Mint Conditioner, launched in 1978, and Rosemary Mint Shampoo, launched in 1999.

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“We are building on a proven franchise,” said Dominique Conseil, president of Aveda, who noted that the two existing Rosemary Mint items consistently rank in Aveda’s top three products. “The success of the future also comes from the successes of the past. And it made sense to expand the range to include the body. Rosemary offers considerable benefits for the body — it is loaded with antioxidants and has antifungal and antimicrobial properties, too.”

The lineup includes four items: Rosemary Mint Hand and Body Wash, retailing for $15 for 8.5 oz.; Rosemary Mint Bath Bar, 7 oz. for $11; Rosemary Mint Shaving Gel, 5 oz. for $12.50, and Rosemary Mint Body Lotion, 6.7 oz. for $20.

Four organic oils are common to each item in the collection: rosemary, an antioxidant also intended to be stimulating; peppermint, which is said to invigorate the senses while also imparting a cooling sensation, and lavender and marjoram, both said to be soothing and calming. Each of the products also includes spherulite technology, an ingredient derived from palm oil and sugar that delivers aromas in a time-released way.

Still, that’s not all. “Aveda never makes simple things,” said Conseil. “Our proprietary blends also include a number of other organics; in this case, they include organic aloe vera.”

The products will hopefully deliver another of Conseil’s goals: building Aveda’s existing body care business, which currently accounts for about 9 percent of Aveda’s overall business. “It has the potential to grow considerably, by 23 percent or more,” he said. Conseil noted that 80 percent of the packaging for the new collection is composed of post-consumer recycled materials, up from the company’s previous 40 percent. “In the future, I hope we can make that number 100 percent,” he said. Also on his wish list: 100 percent organic color cosmetics.

The body care products will be available in about 5,000 doors worldwide, including Aveda’s Environmental Lifestyle stores, Environmental Lifestyle salons and Concept salons. There are currently about 2,000 Concept salons and 220 Lifestyle salons, which are both Aveda-dedicated salons — and about 130 Aveda Environmental Lifestyle stores. While Conseil wouldn’t comment on projected first-year sales, industry sources estimated that the collection would do upward of $10 million at retail in its first year on-counter.

Advertising is slated to begin with August beauty, fashion and lifestyle magazines, including Allure, O and Vanity Fair. Single-page and 1 1/3-page ads are planned. While Conseil wouldn’t comment on spending, industry sources estimated that about $700,000 would be spent on the advertising campaign.

The Rosemary Mint expansion will also be carried through to the spa level. The brand is introducing the Rosemary Mint Awakening Body Wrap, a treatment that includes not only a body wrap, but also the brand’s signature sensory journey, a dry exfoliation and a deep tissue massage with Rosemary Mint body lotion. It will be available in July in Aveda’s concept salons and spas. “We have a number of goals for working with salon and spa partners,” said Conseil, noting that the company has a number of marketing, creative and service plans in store for its partners. “We want to focus on the professionals who are on the front lines, because above all, we are a service business.”

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