What two fashion-beauty characteristics can immediately be tied to one of the world’s most famous celebrities, Lindsay Lohan?
This story first appeared in the March 9, 2009 issue of WWD. Subscribe Today.
Leggings and a sun-kissed glow, some would say.
Well, Lohan, who is going by “entrepreneur-actress-singer-style icon” these days, has already knocked out a leggings line, 6126, which launched last September to retailers in New York, London and Los Angeles. Now she’s tackling self-tanning, a venture she partnered on with Lorit Simon, a tanning expert who has been tanning Lohan for events and fashion spreads for years.
The self-tanning mist, called Sevin Nyne, is a hybrid of Simon’s own blend but for a mist application rather than an airbrush machine. Sevin Nyne, which are a play on Lohan’s favorite numbers, falls under the newly formed parent Lorit LLC DBA Sevin Nyne, which holds the intellectual property, and will market and distribute the brand. In addition to Lohan and Simon, partners include Shawn Lampman, an investor; Kerry Fitzmaurice, who handles public relations, and Kristi Kaylor, who handles marketing and sales.
Launching a self-tanner seemed natural.
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“We always talked about what a fabulous tan it was,” said Kaylor. “It’s not orange and didn’t smell. You could put it on and go. You didn’t have to wait and that smell wasn’t carried with you.”
“I have tried every product on the market and have never found something I loved until I met Lorit,” said Lohan.
Of Lohan’s duties during the development of Sevin Nyne, Kaylor said, “She has been involved every step of the way. Not just the formula but the packaging and what is written on the back of the can. She has an authentic position in the product.”
Originally, Sevin Nyne was to be launched under Stay Gold LLC, a company founded last year for the launch of 6126, along with Kaylor and two others, but those plans were scrapped.
While the active ingredient of the mist is DHA, Kaylor points out that it uses caramel instead of artificial colors to impart a darker hue. “We have taken a more environmental approach so we use caramels for color and chardonnay extracts and gogi berry for the skin. It’s a sugar coconut base so there are no harsh chemicals either.” While tanning results are said to be instant, it takes between two to five hours to get the end look, which lasts four to five days, Kaylor said. The mist, which will sell for $35, does not contain SPF but is stain resistant and sports a black coconut scent, which Kaylor described as a rich, sophisticated, tropical fragrance.
One of Kaylor’s biggest goals is educating consumers on how to best achieve a tan, adding that a Sevin Nyne Web site is slated to launch in about 45 days when products are available April 15 on sephora.com. Product enters Sephora on May 1 for a six-month exclusive.