NEW YORK — Coty is looking to simplify its spa products, namely by deleting the Spa Theraphy brand on all its new Healing Garden product containers as they enter the marketplace.

Spa Theraphy, which Coty launched two years ago, was meant to convey to consumers that they are worth pampering, and that a complete line within the Healing Garden range would help them do that.

However, research revealed to Coty executives that consumers weren’t fully understanding the meaning of spa, and that some even felt guilty about pampering themselves with spa products, especially during these tough economic times. New products and containers will simply say Healing Garden, and the name of the product, with the hopes of bringing back the products’ everyday appeal. Future items also will have more of a treatment positioning, said Kelley Woodland, group marketing director, Bath & Body, Coty Beauty U.S.

Some of the first new items to do this will be a hand treatment regimen, aimed at fighting the aging process, that is scheduled to arrive in stores in September. The four-item line consists of two in-line products: Healing Garden Paraffin Hand Smoother and Healing Garden Intensive Hand Creme. The paraffin product is an exfoliator, setting the stage for the treatment moisturizer, which contains vitamins A, C and E.

The two promotional items, Healing Garden Nourishing Hand Soak and Healing Garden Restorative Hand Balm, will round out the regimen. The soak is designed to nourish dry, chapped hands, as well as cuticles, and is formulated with vitamins A, C and E, oatmeal and soy protein. The hand balm, which is water-free, is meant to target specific dry spots and is formulated with a blend of five oils, aloe vera, shea butter and beeswax.

Each item in the hand treatment line will retail for $5.50.

Coty also is prepping for a packaging and streamlining change to its specialty bath range, which includes White Teatheraphy, Lavendertheraphy, and Green Teatheraphy, set to debut in 2005. The items will be carved down to focus only on four core benefits: sleep, sensuality, energy and relax. Packaging changes will include larger fonts on containers.

— Andrea Nagel

This story first appeared in the July 23, 2004 issue of WWD. Subscribe Today.