Every year, the beauty industry’s most innovative players compete to take home the top prize—customers’ dollars. This year was no exception. Here, we celebrate the best and brightest with the fifth annual WWD Beauty Biz awards.
This story first appeared in the December 7, 2007 issue of WWD. Subscribe Today.
Breakthrough Product of the Year
From bespoke fragrances to Boomer-only brands, highly focused products from companies big
and small helped redefine the beauty landscape.
Prestige Color Cosmetics
Lipstick Queen by Poppy King
Australian lipstick maven Poppy King was playing dress-up in her mother’s closet with bright red lipstick at the age of seven. In a way, she hasn’t changed all that much. She is still absolutely passionate about lipstick. “I tried talking myself out of making a serious career out of lipstick, but every time I deviated away from anything to do with lipstick, it just didn’t feel right,” said King, who first launched an eponymous line in 1992. With hopes of bringing lipstick back into the spotlight, this year King introduced Lipstick Queen, a line of 10 shades in two textures—the matte Sinner and the sheerer Saint. King’s passion grows out of a feeling that lipstick is misunderstood. “People feel that it’s old-fashioned when indeed it’s anything but,” said King, who drove home her point with the midyear introduction of Oxymoron, a matte lip gloss available in four shades. —Michelle Edgar
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Robin Coe-Hutshing and her sister, Jennifer Coe-Bakewell, have come a long way since their days as self-described hippie chicks mixing fragrances in the back of their store. The proprietresses of the influential indie boutique Studio at Fred Segal, the sisters proved themselves to be equally as skilled at product development this year with the launch of Memoire Liquide. The bespoke fragrance collection features 160 unique scents that can be mixed and matched as the customer desires. While the custom-designed decanters, etched black and gold labels and in-depth, individual descriptions for each of the 160 accords suggest haute couture price tags, the reality is quite different. The entry price point is $45 for a 0.5-oz. pure perfume roll-on, meaning the California sisters not only tapped into the prevailing trend for personalized fragrances, but, true to their hippie roots, did it in a feel-good way, too.
—Jenny B. Fine
Prestige Skin Care
Care by Stella McCartney
Designer queen of green Stella McCartney made eco clothing chic, proving that luxury could cohabitate comfortably with being socially conscious. The designer, who eschews meat and leather, opted for the same route with her entry into skin care. Called Care and created by McCartney’s licensee YSL Beauté, the line marked the first time a luxury fashion label launched an organic skin care range. But don’t think of it as just a fad. “We’ve been in development for three years; we’re not jumping on a trend,” said McCartney, who grew up on an organic farm and is a longtime campaigner for animal rights. “I’m doing this for genuine reasons.” The nine-item line, which was launched last spring exclusively at Sephora, is priced from $35 to $80. The products focus on preventing the signs of aging, rather than repairing them. And though prices may not be entirely down to earth (it is a luxury line, after all), the ethos is: All items in Care, which carries the French Ecocert organic certification label, forgo the use of animal testing, endangered plant species, petrochemicals, silicones, chemical preservatives and animal-derived ingredients. —Matthew W. Evans
With its new men’s hair care brand, launched in July, Aveda believes that it has identified an opportunity that could triple the amount of men using its hair care products and services, said brand president Dominique Conseil. The idea: a line that addresses the physiological differences between men’s and women’s bodies. For example, men’s scalps are thicker than women’s and produce twice as much oil, according to the company. Seven products, ranging in price from $18 to $25, were produced to tackle such concerns. All are scented with a citrus, spearmint, lavender and vetiver aroma designed to work in tandem with the products’ phyto-active blend. As well, Aveda worked with clinical aromaologist Pierre Franchomme to create botanical blends that also offer active ingredient benefits. Among the ingredients used: boswellia, licorice root, sage extract and plai and tamanu oils, all of which are sustainably sourced. And the rewards for Aveda’s labors are expected to be considerable. Said Heidi Norman, executive director of marketing, styling and men’s products: “We believe men’s products and services could grow to a $230 million opportunity
for Aveda.” —Julie Naughton
Mass Skin Care
Dove gets a kick out of raising eyebrows. Fortunately for the $1 billion-plus Unilever brand, sales have been rising, too. Dove’s latest effort to elicit double-takes: A collection of personal care products called Pro-Age. Created for women 50 and older, Pro-Age (as opposed to antiaging) has increased brand sales by about $24 million in the food, drug and mass channels, excluding Wal-Mart, from its February launch through Oct. 7, according to Information Resources Inc. In true Dove fashion, the ads were arresting, featuring real fiftysomething women Dove discovered around the country—in some cases baring all. The line, which trumpets the idea that beauty has no age limit, includes products from every category that Dove competes in, namely skin, body and hair care and deodorant. Ingredients—including glycerin for suppleness and olive oil for nourishment—are intended to help skin retain moisture and optimize cell turnover. Pro-Age had a broad rollout, nabbing prominent displays in both Wal-Mart and Target. —Molly Prior
Mustang by Aramis and Designer Fragrances
For most companies, revving up their fragrance business is just an expression. For the Aramis and Designer Fragrances division of the Estée Lauder Cos., which signed a licensing agreement with the Ford Motor Co. in May to produce a Mustang-themed fragrance, it’s a reality. The fragrance marked a return to the mass market by the Estée Lauder Cos., which had been absent from that market segment since selling Jane Cosmetics in February 2004. Mustang was first launched in Sears, J.C. Penney and Kohl’s Department Stores in July. In August, it rolled out to mass merchandisers and chain drugstores, including Wal-Mart, CVS and Target, for a total of about 22,000 doors in the U.S. In addition to traditional fragrance promotion vehicles, Mustang has also been promoted at NASCAR events and in Ford World Magazine, which is distributed to the company’s 250,000 employees, said John Nens, director of global brand licensing for the Ford Motor Company. “This fragrance is an extension of our brand, and one that we think has great potential,” said Nens, adding that the Mustang name is also licensed for shirts, hats, toys, video games and jewelry. “Even if you can’t drive the car, you can still live the brand. —J.N.
Mass Color Cosmetics
Jillian Dempsey for Avon
Talk about an inspired pair. This year Avon teamed up with celebrity makeup artist Jillian Dempsey to help breathe new life into its $1 billion-plus color category. Dempsey, who founded the makeup line Delux, came aboard as Avon’s global creative color director. As part of the deal, Dempsey, who besides making up some of the hottest names in Hollywood also happens to be married to TV heartthrob Patrick Dempsey, was charged with reinvigorating and modernizing Avon’s core color collection, as well as working on product development for its younger sister line, Mark. Her imprint on the company was heralded with the February launch of a limited edition spring color collection and her debut in Avon’s global brochures. The mostly sheer line was encased in Avon’s new packaging initiative—black cases and metallic silver accents—replacing the original blue color scheme. The centerpiece of the collection was a multihued face palette that featured bright colors in a modern floral design. That was followed up in the fall with a collaboration among Avon, Dempsey and designer Cynthia Rowley. As a result of the line’s revamp and Dempsey’s input, Avon said it now ranks number three globally in color sales. —Megan McIntyre
Clairol Nice ’n Easy Hair Color Collection
Procter & Gamble’s mass hair color business continues to innovate, most notably within the Clairol Nice ’n Easy franchise. This year Nice ’n Easy brought several innovations to mass shelves, the first being a new technology so women coloring their hair at home can achieve three tones in one shade. The Color Blend technology, as it is called, was inspired by salon colorists who often mix a variety of tones to get a desired color. Since the introduction, Nice ’n Easy executives say the brand has experienced 8 percent increases in food stores and drugstores, and double-digit growth at Wal-Mart, its largest customer. Also this year was the launch of Nice ’n Easy ColorSeal Conditioning Gloss as a stand-alone product. The gloss, which is an intense weekly conditioning treatment specially designed for color-treated hair, is the most sought-after product on the company’s 1-800 Clairol Hotline, says the company, and was previously only available as part of a Nice ’n Easy hair color kit. —Andrea Nagel
Newcomer of the Year
Forget beginner’s luck. Technology and convenience fueled the success of two new skin care brands.
My Blend by Dr. Olivier Courtin
For Olivier Courtin, son of the late Clarins founder Jacques Courtin, it’s all in a name. Or lack thereof. When Courtin launched his new high-end skin care line My Blend by Dr. Olivier Courtin, he chose to make it a freestanding line not supported by the Clarins name. Courtin felt it was necessary for its success, as My Blend’s concept is not compatible with the consumer’s existing impression of Clarins. The line is based on the premise that not all women fit into the four traditional skin type classifications and instead features eight formulations aimed at distinct stages of a woman’s life—from oily post-adolescence (type 01) to dry maturity (type 08). The day and night creams that form the backbone of the line can be further individualized with the help of “boosters,” five liquid formulas that can be seamlessly added to the creams to address specific needs such as redness, radiance or hydration. With consumers clamoring for more customization, Courtin is certain he doesn’t need the name; he’s already got their number.
Lisa Hoffman Skin Care
Inspired by her own hectic traveling schedule with husband Dustin, Lisa Hoffman entered the beauty business a year ago to help women simplify their routines. First up was a skin care line divided into daytime and evening ranges; Hoffman then expanded into body and spa, and most recently fragrance, with three different formulas created for morning, noon and night. “I created my line so I could have a complete skin care regimen that was not only made from the finest ingredients but was also highly portable and organized, and most importantly, could move with me from day to night,” said Hoffman. After being launched exclusively at Bergdorf Goodman, Hoffman’s assortment has expanded into Fred Segal’s Apothia and internationally at Harvey Nichols in the U.K. and Colette in Paris. Everything is packaged either in single-dose ampules or conventional sizes, and prices start at $25 and rise to $150. For retailers, the line performed like a, well, star. Said Ed Burstell, senior vice president and general merchandise manager of beauty, jewelry and accessories for Bergdorf Goodman, “Lisa Hoffman represents the spirit of today’s modern woman and our customer has responded quite positively to the offering.” —M.E.
Most Innovative Ad Campaign of the Year
Who says you have to shout to be heard? These winners opted for sophisticated elegance instead—to great effect.
Estee Lauder Private Collection
There was no one better at creating an advertising fantasyland than Estée Lauder. And as senior vice president and creative director, her granddaughter Aerin Lauder has worked tirelessly behind the scenes to further promote the brand’s aspirational image. This year, though, she was the brand’s aspirational image as the face of its newest fragrance Private Collection Tuberose Gardenia. Photographed by Craig McDean, the black-and-white portrait was inspired by a Victor Skrebneski shot of her grandmother. But Private Collection represents much more than an homage: The project has also been designed to be desirous to a new generation of consumers as part of a two-tier strategy that involves separate plans for Lauder’s department store and high-end specialty store accounts. That led to the decision to cast Aerin as the face of the fragrance, marking the first time a Lauder family member has appeared in an ad for any of its projects. Said John Demsey, group president of the Estée Lauder Cos., “Aerin gives a voice to the brand that’s contemporary and modern. She’s a working young mother, she lives a glamorous life and she’s friendly with the very kind of people that her grandmother might have been friendly with if she’d been living today.” —J. B. F.
Easy, breezy and beautiful has given way to sleek, modern and sophisticated. Mass market stalwart Cover Girl gave itself a makeover this year, unveiling a streamlined new look in its advertising and much of its packaging, and signing A-list actress Drew Barrymore as both a spokesmodel and co-creative director. She joins Rihanna, Keri Russell and Queen Latifah in the brand’s lineup. Barrymore, who was highly sought after by a number of beauty companies and is reportedly earning between $1 million and $2 million in her new role, made her debut in ads for LashBlast volumizing mascara. A striking black-and-white photo of the actress (lensed by Michael Thompson) is offset by a magnified image of the mascara’s wand. Absent is copious amounts of copy and cluttered graphics. The ad was the first salvo in Cover Girl’s “See the Difference (Not the Makeup!)” campaign, which will also include a new in-store look, reformulated products and a redesigned Web site. The brand’s goal? Equally audacious: to drive home its point of difference not only between it and other mass market players, but versus prestige players, too. —J.B.F.
Most Innovative Marketer of the Year
Whether taking a cheeky approach or a chic one, these people and companies really struck a chord with consumers.
Catherine Walsh of Coty
What do you call a marketing guru who counts Sarah Jessica Parker, Jennifer Lopez and Gwen Stefani among her closest workmates? Catherine Walsh. Walsh, who is senior vice president, American Fragrances for Coty Prestige, helped kick off the trend for celebrity fragrances with Lopez’s first effort, Glow by JLo, which generated worldwide sales of $100 million in its first year, then followed that up with the smash hit Lovely Sarah Jessica Parker. She continued her streak this year with Covet, SJP’s follow-up, as well as successful launches for Calvin Klein, Gwen Stefani, Marc Jacobs and Kenneth Cole. Her winning formula? There is no formula—and that’s precisely the point. Crafting an innovative mix of both traditional and “new” media vehicles such as dedicated Web sites and e-mail blasts for each brand, Walsh has consistently delivered strong and well-received marketing campaigns. Among this year’s standouts: With licensee Kenneth Cole and rocker Jon Bon Jovi, Walsh helped launch RSVP for men, a scent that donated some of its proceeds to charities such as Habitat for Humanity and H.E.L.P-USA. —J.N.
Mike Indursky of Burt’s Bees
Taking the bull by the horns is not quite the personality trait one would attribute to most eco-friendly, natural product makers. But Mike Indursky, chief marketing officer of Burt’s Bees, is doing just that with an initiative that looks to change the playing field of natural personal care. Indursky is lobbying in Congress for a bill that would develop an industry standard for the use of the word “natural” in personal care products and require products labeled “natural” to be at least 95 percent natural, meaning they should not have parabens, synthetic preservatives, sulfates, animal products or anything with suspected potential human health risks. Indursky cites as his inspiration to regulate natural personal care the overwhelming confusion in the category. So far he has garnered the attention of other natural companies, at least one U.S. senator and a handful of government and natural product agencies, all supporting his cause. Consider him beauty’s go-to guy for the grassroots movement. —A.N.
P&G Prestige Fragrance
Don’t let its detergent and diaper brands fool you. Procter & Gamble is a formidable fixture in the prestige fragrance business with a portfolio—reported to have generated about $2.5 billion in sales last year—that includes Valentino, Escada, Hugo Boss, Lacoste and, most recently, Gucci and Dolce & Gabbana. Prestige fragrance is a cluttered market, to be sure, giving P&G all the more reason to build its business the best way it knows how: based on consumer insights and research and development. P&G relies on its own team of noses and perfumery experts to work with fragrance houses to develop new technologies. For instance, based on the consumer insight that men want to refresh their fragrance during the day without having to tote around a bottle, P&G created a time-release technology for Lacoste. While some scents fall short of reflecting the ethos of the designer name attached to it, P&G hits the mark, by combining (and mining) the creativity of each fashion house with the research and methodology of its core businesses. —M.P.
Soap & Glory
Marcia Kilgore, creator of Bliss Spas, has always been known for her whimsical take on beauty (an approach that had her laughing all the way to the bank when she sold Bliss for a reported $30 million to LVMH Moët Hennessy Louis Vuitton in 1999). Her latest effort, Soap and Glory, is no exception. Created to provide entertainment in the body wash aisle, the line takes its inspiration from the blaring headlines of Britain’s tabloid newspapers, with names like Sexy Mother Pucker for lip plumpers. First launched last year in the U.K. with a dual distribution strategy that encompasses both Harvey Nichols and Boots the Chemist, Soap & Glory hit Target shelves in September. Kilgore launched Soap & Glory Spa that same month in the U.K., a nine-stockkeeping-unit line with more advanced formulations and slightly higher price points. Overall, sales for the brand are expected to reach $15 million this year—a figure that should give Kilgore something to smile about. —J.B.F.
Retailer of the Year
In a year fraught with consolidation and acquisition, these retailers proved that great service and a killer selection keep the crowds coming.
Bloomingdale’s has always had a sparkling assortment of beauty brands—this year, the retailer showcased them in ways that really made them glitter. First was a complete overhaul of the massive beauty floor at its 59th Street Manhattan flagship, including stores-in-store for a number of brands and the launch of cheeky projects like Juicy Crittoure, a beauty and grooming line for dogs being produced under the Juicy Couture moniker. For longtime partner Lancôme, a 1,000-square-foot space was carved out in a prime center position, adding more than 200 square feet to its selling area; Estée Lauder scored more than 900 square feet for its sleek, modern installation (said to be inspired by the late founder’s dressing table) with blue suede upholstered chairs for consultations. Philosophy’s first store-in-store was installed at 59th Street, followed by similar spaces for La Mer, SK-II and Benefit. And the updates aren’t limited to Manhattan—Bloomingdale’s, which expanded aggressively this year with openings in San Francisco, South Coast Plaza in Costa Mesa, Calif., and Chevy Chase, Md., is rolling out its stylish new look across the country. —J.N.
If ever there was a haven for artisanal, niche and start-up beauty brands, it’s Henri Bendel. From the store’s semiannual beauty breakfasts, where budding brands are introduced to the media, to hard-to-find items spotlighted front and center, Bendel’s has shown a penchant for cultivating new brands. This year, fragrance took center stage, with the retailer launching up-and-coming indies like Etat Libre D’Orange, Juliette Has a Gun and Memoire Liquide. “There are some very interesting independent perfumers out there creating products with a more sophisticated and special feel,” Claudia Lucas, senior vice president and general merchandise manager of beauty at Bendel’s, said earlier this year. In the last several years, since arriving at Bendel’s from Selfridge’s in the U.K., Lucas has refashioned the store’s first floor beauty department, installed a L’Artisan Parfumeur in-store boutique on the second floor and helped oversee the conversion of Bendel’s fourth floor into a Frédéric Fekkai salon. She even managed to coax Francois Nars into making his first public appearance in years this spring, transforming Bendel’s ground floor into an art gallery to exhibit the makeup maestro’s photographs. “Consumers are yearning for something that feels real,” Lucas said, and this year, that’s what she and Bendel’s gave them. —M.W.E.
Drugstores by design are pharmacies first, impulse shopping havens second. CVS Pharmacy, however, has elevated beauty to a key growth driver of its overall business and heralded that strategic position with a full-fledged marketing campaign called Reinventing Beauty. In May, the retailer ushered in the ongoing effort by dressing its 6,200 stores in bold teal signs hanging from the ceiling and protruding from shelves, followed up by an extensive direct mail and newspaper ad campaign. The move comes after a four-year effort to revamp CVS’s beauty shopping experience. Since 2003, CVS has injected a dose of European cachet into its chain by bringing in exclusive brands like the Finnish-based Lumene, added proprietary lines such as Skin Effects by Dr. Jeffrey Dover and, by yearend, will have almost 1,000 beauty consultants in 600 stores. The focus on beauty is paying off. Last year, notes Cheryl Mahoney, vice president of merchandising, beauty care, CVS’s beauty business grew two times faster than the industry average, and cosmetics sales gained three times faster. —M.P.
Best Executed Launch Strategy of the Year
From product development to public relations, when it came to executing all aspects of a launch strategy flawlessly, these marketers reached new heights.
Prestige Color Cosmetics
MAC Loves Barbie
What little girl doesn’t love Barbie? Well, little girls become big girls and it seems that their love doesn’t wane, a fact that MAC Cosmetics and Mattel illustrated with MAC Loves Barbie, a full-scale makeup collection for adult women. The Pop Art-hued lineup included 27 stockkeeping units ranging in price from $10 for a bright pink nail polish to $45 for a makeup brush. Each was packaged in MAC’s signature black, with a stylized pink outline of a ponytailed Barbie. Barbie’s image was also debossed onto eye shadows and blushes. Selected MAC stores were outfitted as mini Barbie boudoirs, and MAC’s makeup artists wore T-shirts designed for the collection in-store. Collateral items, such as hair bows, were also sold at counter. MAC and Mattel even created a makeup artist Barbie, complete with her own mini makeup case. Nearly all of the coveted dolls sold out in less than a month. (At last count, the $35 doll was selling for over $100 on eBay.) The line’s success came as no surprise to Richard Dickson, senior vice president of marketing, media and entertainment, worldwide, for Mattel, who thinks makeup is a natural place for Barbie. “The core Barbie brand is broadly distributed in many different ways, including entertainment, apparel, publishing and room decor,” he said. “It’s the largest lifestyle brand for women.” —J.N.
Giorgio Armani Parfums
With designer fragrances inundating the market, Giorgio Armani Parfums has not only managed to stay on top of the men’s market, this year it boasted three fragrances in the top 10. Attitude, which was launched in May in 3,000 department store doors, looks set to becomes yet another blockbuster, joining brother scents Acqua di Giò for men (number one) and Armani Code for men (number two). L’Oréal, Armani’s licensee, has succeeded by developing new fragrances with different strategies and platforms, differentiating the scents in everything from the olfactive composition to the brand’s message, while still backing up existing fragrances with large advertising campaigns and spending to avoid cannibalization. While Acqua di Giò is a fresh aromatic fragrance and Armani Code a spicy seductive one, Attitude is a woody oriental, designed to appeal to a man’s more sensual and masculine side. Said Ava Huang, vice president of marketing, “This brand differentiation has proven successful, given that we have been able to recruit new users, as well as create wardrobing opportunities across our brands, making them successful both as individual scents and as an overall collection.” —M.E.
Prestige Skin Care
Lancome Primordiale Cell Defense Double Performance Cell Defense & Skin Perfecting Serum
The two key trends that drove skin care sales this year—high-tech and eco-friendly—are seemingly at odds with each other. But Lancôme was able to combine the two for a winning strategy with Primordial Cell Defense & Skin Perfecting Serum. Lancôme covered the high-tech side with its new ingredient pro-xylane, which it calls the first ever “green” molecule to be developed in its labs. Cell Defense claims to block 99 percent of the free radicals caused by UV exposure, pollution and temperature extremes. To launch the product, Lancôme teamed up with Carbonfund.org, pledging to reduce its carbon footprint with a tree planting campaign in which a tree was planted for each of the first 10,000 bottles sold, by implementing a paper-free press office and by offsetting the travel of its five spokesmodels, including Elettra Rossellini Wiedemann, Daria Werbowy, Shalom Harlow and Selena Breed—all of whom showed up at the press launch in February. The brand followed up with an April Earth Day initiative, with a video starring its spokesmodels and a special T-shirt designed by trendy denim label Rag & Bone. Said Harlow, “It’s easy to feel overwhelmed when you think about global warming. Something like this makes you realize every individual can make a difference.” —J.B.F.
Mass Color Cosmetics
Minerals now abound in the mass market, but when Physicians Formula introduced its Mineral Wear Talc-Free face powder in spring 2005 it laid the first bricks of the trend in the channel. Soon after its launch, it was clear Mineral Wear was a hit. This year, the firm gave the mineral concept a giant push forward by introducing talc-free eye shadow, eyeliner and blush, a move that built its mineral line into a collection of 80 stockkeeping units. More Mineral Wear extensions are planned for next year, including a spin-off line called Organic Wear—billed as eco-friendly organic cosmetics. As the firm’s chief executive officer Ingrid Jackel recalled earlier this year, “We had such tremendous success with our Mineral Wear franchise that we focused all our energy on that priority. I think we made the right choice, because it’s become a very strong franchise.” This summer, the company—which began trading on the Nasdaq in November 2006—developed a 30-minute infomercial to herald its Mineral Wear line, creating an introductory kit of four products for $39.90 along with a $5-off coupon redeemable at retail. “We think of it as a tool to drive retail sales,” said Jackel, referring to the infomercial, and it did. —M.P.
Mass Hair Care
Showing up late to a presentation with Target’s hair care buyer left the Organix team with just three and a half minutes to tell their story. Luckily, the buyer saw the brand’s potential, and earlier this year placed the sulfate- and paraben-free hair care range in half of all Target doors. That’s not the way it usually goes in mass hair care, but for the fledgling brand owned by Vogue International of Clearwater, Fla., it was just the tip of the iceberg. Shortly after the Target meeting, Safeway, Albertson’s and Kroger took in Organix, too, bringing total distribution to 10,000 doors. By midyear, the brand’s sales took off, prompting the company to dive deeply into a print ad campaign in major beauty magazines, including Vogue, as well as a billboard in Times Square. The brand looks to end 2007 with $12 million in retail sales. In 2008, Organix will be sold in 30,000 doors and early estimates are that it will become a $50 million brand. Vogue International, a 20-year-old company and maker of the styling brand FX Special Effects, looks to double overall company sales by year-end 2008, thanks in large part to Organix. —A.N.
Mass Skin Care
Entering the most competitive category in mass beauty, Maybelline-Garnier needed to position its new skin care line very differently from category leaders Olay and Neutrogena. With the launch of Nutritioniste earlier this year, it did just that. Nutritioniste was marketed as a line that combined the sciences of nutrition and dermatology. The new platform was aimed at a consumer psychographic, one interested in wellness, as opposed to a specific demographic. Garnier spent an estimated $70 million on advertising, tapping brand spokesperson Sarah Jessica Parker to be part of the effort. In-store, to help consumers navigate Nutritioniste’s 15 items, packaging copy explains how to use the products, as well as which other items could help achieve advanced results. To reinforce its high tech-meets-nature ethos, Nutritioniste boxes are black, green and white, while floor stand displays feature a photo of Ellie Krieger, the nutritionist who served as a consultant on the line, as well as educational brochures. —A.N.