NATURISTICS ADDING 6 ITEMS TO ACID ROSTER
Byline: Cara Kagan
NEW YORK — Naturistics is deepening its involvement with the acid trend.
The company is set to introduce six new products — all with alpha-hydroxy acids, still the ingredient of the moment.
The new items will employ the same multi-fruit acid complex as the Alpha Natural Skin Renewal Lotion and Cream that Naturistics introduced last October.
Three treatment items will be launched in February and will come under the Alpha Natural Skin Renewal umbrella: a 6-oz. foaming cleanser for $5; facial soap, $2.50 per bar, and a 4-oz. tube of facial mask for $4.25.
“These new cleansers enable us to offer a comprehensive skin care regimen of alpha-hydroxy products,” said William McMenemy, executive vice president of marketing at Del. “Cleansers with alpha-hydroxies are a growing segment of the mass skin care market, and this presented us with the opportunity to offer more benefit-driven cleansers than the ones we currently market.”
McMenemy said the new skin care will give a more sophisticated edge to Naturistics, which started life in 1992 as a bath and body brand with only a few basic facial treatment items.
He noted that the brand has always wanted to strengthen its position in skin care, “which is a booming category in the mass market.” He said, “Our present treatment line fills more basic skin care needs. These new items bring us into a more sophisticated segment of the market.”
Naturistics is also looking to give its Natural Glow color cosmetics business a boost with three new makeup items: six shades of Naturally Matte Liquid Makeup for $3.85 each, three shades of Naturally Matte Pressed Powder for $3.35 each and four shades of Naturally Matte Powder Blush for $3.50 each.
“Natural Glow used to be perceived as more of a niche cosmetics line, and our focus in the beginning was on lip and nail products,” McMenemy said.
“I think consumers perceived us as somewhat of a younger line because we had so many lip gloss products, which tend to skew younger. Our long-term plan is to position ourself as a full-service cosmetics line and to broaden our consumer base,” he added.
McMenemy said Naturistics tends to appeal to women in their teens and early 20s but that Del hopes to widen the range by targeting women aged 18 to 40 with more sophisticated entries, such as the new facial makeups with alpha-hydroxy acids.
While he declined to discuss dollar volume, McMenemy predicted the Naturistics franchise would achieve high double-digit growth this year. Industry sources estimate that pace would give the brand a wholesale volume of as much as $60 million.
McMenemy said the growth will come from the new products and, more significantly, from the brand’s expansion from 12,000 to 16,000 doors.
He added that Naturistics this year will increase its in-store presence by about 20 percent, making the average Naturistics display six to eight linear feet.