The Thymes is leaping into the prestige beauty market this spring with the launch of Beauty of Bathing, a new brand inspired by fragrance traditions and bathing rituals from around the world.

This story first appeared in the March 7, 2008 issue of WWD. Subscribe Today.

“We wanted to reinvent and modernize ancient bathing rituals for today’s women and create something that’s more high-end and luxurious,” said Amy Backman, The Thymes marketing manager. “By creating a more exclusive line, we’re raising the bar by creating a high-end bathing line.”

The company wanted to make sure it was clear to consumers that both lines, The Thymes and Beauty of Bathing, were separate entities. Scheduled to make its debut in May, Beauty of Bathing will target specialty retailers and department stores, in addition to high-end specialty boutiques and apothecaries.

“This is a separate brand from the current Thymes brand,” said Backman. “From the back-end, we use the same resources, lab and in-house perfumer, but it’s totally different since it’s a prestige brand.”

Industry sources estimate that the collection will generate approximately $2 million in sales by the end of its first year on the market.

As the first launch in the Beauty of Bathing series, the assortment is based on coco monoi, a blend of white gardenia, white tuberose, rose petal, osmanthus, Madagascar vanilla, tonka bean and warm agarwood.

Used in Polynesian ritual ceremonies, the fragrance was inspired by an ancient tradition of soaking gardenia petals in coconut oil. The six-item range will include everything from body cream to a bar soap set to an eau de parfum. With a higher price point in comparison to The Thymes items, Beauty of Bathing coco monoi products range in price from $45 for a shower gel to $75 for bath oil, while items in The Thymes assortment range from $5 to $30.

The Thymes collection is available in more than 5,000 specialty stores and boutiques nationwide, in addition to more than 2,000 doors, including C.O. Bigelow.