The hands are the next frontier for Natura Bisse, which in March rolled out an antiaging hand cream in the U.S.
This story first appeared in the April 3, 2009 issue of WWD. Subscribe Today.
“We are always researching the market in all countries, and hand treatments are a growing business in medi-spas,” said Gerardo Gomez, national operations manager for Natura’s U.S. division in Irving, Tex. “People are worried about the aging of the hands. Like our other Tensolift products, this is a nonsurgical alternative.”
Tensolift Hand Cream is designed to lighten age spots, moisturize and soften skin. Its active ingredients are hyaluronic acid to plump skin and daisy extract to dissolve spots along with collagen and elastin bio-peptides and amino acids, mango and shea butter and SPF 15. At $105 for 3 oz., it complements the company’s Tensolift Neck Cream and Inhibit-Tensolift antiaging facial serum.
The Barcelona-based company has high hopes for the cream and expects it to account for 3 percent of sales in the U.S. its first year, he said. Natura sells to Neiman Marcus, Barneys New York and 60 independent stores in the U.S.
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“We are pushing sales through independents and hiring more people to handle that channel,” Gomez noted. “We plan to double the number of independent accounts this year.”
The company, which has 11 lines comprising 80 treatment products, will begin international distribution of the hand cream in two months to doors in Europe, Asia, Mexico, the Middle East and Japan. Natura’s global retail sales are around $105 million.
Next up is a cleanser and toner to work with The Cure, an antiaging moisturizer that was introduced last August. The launches are planned for May.
“We thought The Cure would eat some of the Diamond Extreme [moisturizer] business, but it hasn’t,” Gomez said.
The Cure is $190 and Diamond Extreme, Natura’s premium face cream, is $318.