MILAN — Fila, the manufacturer of high-end sportswear, has launched a unisex line of body, bath and sun products.
The Fila Cosmetics line was introduced in Italy last week. It is manufactured and distributed by FdF SpA, based in Melzo, outside Milan.
According to Francesco Falorni, administrator of FdF, the line will be rolled out to approximately 1,000 doors throughout Italy by the end of the year.
He said the firm expects sales to reach $3 million to $3.7 million (5 billion to 6 billion lire) at current exchange rates during that time.
FdF has invested approximately $1.2 million in promoting Fila Cosmetics, including posters, ads in Allure and other Italian fashion magazines and displays in perfumeries.
Falorni said he plans for the Fila items to reach the rest of Europe by the end of the year, and eventually to hit the Far East and the U.S.
“The American market is immense,” said Falorni. “Therefore, we need to invest attentively.”
The body and bath line, called Sport Line, includes a shower gel, body lotion, exfoliating cream, shampoo and soap. Retail prices range from $8.50 for the natural soap to $15.30 each for the gel and lotion.
Sun Line, the sun care collection, includes several tanning lotions and an after-sun moisture cream, with each item retailing for $16. Also included are an SPF 6 anti-wrinkle cream and after-sun skin repair, each $13.50.
According to Falorni, both lines include natural, environmentally friendly ingredients. The packaging of the products is simple — orange cardboard boxes and matching tubes and bottles — and carries the traditional Fila logo.