Davies Duo Gets Natural With Collective Wellbeing
NEW YORK — The beauty aisles at natural foods markets are about to get a shot of style.
Collective Wellbeing, a new personal care brand from Davies Gate founders Jack and Ellen Davies, is entering about 200 natural product doors, including a number of Whole Foods doors. With a target of 2,000 by yearend 2005. The products are also being sold on the brand’s Web site, collectivewellbeing.com. The duo’s Davies Gate brand, first introduced in 1992, continues to be sold in upscale specialty stores and day spas across the U.S.
The driving force behind the brand, said Jack Davies — a former corporate lawyer married to a Rhode Island School of Design-trained artist — was to create a philanthropically minded, environmentally responsible beauty company. “The products are as effective or more as any professional products, but they’re also environmentally responsible,” said Davies.
The Davies’ new Collective Wellbeing line is broken down into three categories: body care, skin care and hair care. The body care line, with items ranging in price from $4.99 to $8.99, is comprised of six cleanser-scrubs, four body moisturizers, two hand creams and two foot care products. Skin care, geared toward facial skin care, includes four cleansers, keyed to skin types from dry to oily; two day creams, two night creams and two lip balms. These products range in price from $3.49 to $14.99. Hair care items, ranging in price from $7.99 to $9.99, include five shampoos keyed to hair types; four conditioners, and two styling aids.
Wherever possible, certified organic ingredients are used in the products, although a few ingredients that are “wild-crafted” — that is, harvested from land not under cultivation — are used. As Jack Davies put it in the brand’s promotional booklet: “Occasionally, we may choose a conventionally grown ingredient when a certified organic ingredient has failed to meet our exacting quality standards. After all, would you choose to eat a rotten apple that was certified organic, or a crisp and tasty, albeit conventionally grown, Granny Smith?”
While Davies wouldn’t comment on projected sales, industry sources estimated that the new brand could do as much as $1 million at retail in its first year on counter.
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In addition to brightening up the aisles, the company aims to give back to the community. To that end, the Davies have created a program called Collective Care, whereby a portion of each purchase is donated to charity. The brand plans to set all proceeds for the program in a fund, which will disburse donations twice a year. Consumers are invited to nominate their favorite nonprofits for funding, and consumers will be able to vote for their favorites at collectivewellbeing.com. At the end of each fund-raising period, the chosen charities will be posted on the Web site and a new slate of nonprofits will enter consideration. The brand hopes to distribute as much as 5 percent of its yearly sales to nonprofit organizations, said Davies.
— Julie Naughton
Dessange on QVC
NEW YORK — Parisian hairstylist Jacques Dessange, who has a string of more than 500 salons in nearly 40 countries, introduced his brand as well as his newest treatment collection Dessange Paris to U.S. consumers on QVC Thursday evening. Emmanuel Conte, head of education for Dessange Paris, and Marie-Laure Simonin, executive vice president of Jacques Dessange, appeared on the television shopping program and together managed to sell 7,366 units in 38 minutes.
Top sellers included three clay-based kits, all of which sold out by the end of the segment. The treatments, ranging in price from $46.50 to $66.50, included the three-piece Phytodess Vitality Program for Dry Damaged Hair and Scalp, the four-piece Phytodess Luminosity Program for Colored Treated Hair and the three-piece Phytodess Volumizing Program for Thin Hair. Dessange Paris products, inspired by those used in his salons, are formulated with natural clay from France, essential oils and marine and botanical extracts. For instance, the Vitality regimen consists of White Clay Hair Treatment said to fortify the scalp with depleted minerals, Gentle Shampoo with Pro Vitamin B5, F and White Clay for softness and Hair Mask with Macadamia Oil for Dry Hair to add shine.
“We are excited to have developed a relationship with Dessange,” said Allen Burke, QVC director of beauty merchandising. “The line fits not only with the high standards of the quality upheld by QVC, but also embodies a philosophy that we believe in: to treat each customer like a star”.