COTY’S ANSWER TO INSOMNIA
Byline: Faye Brookman
NEW YORK — Coty Beauty’s The Healing Garden has formulas designed to wake people up; now it is introducing a product to put people to sleep.
ZZZ Theraphy is the latest entry into the successful Healing Garden franchise and the first to come under the tutelage of Anastasia Ayala, senior vice president, global marketing, at Coty Beauty. Ayala stepped into the role earlier this year. She was previously senior vice president for Global Team Rimmel and Cutex Europe, based in London. In that position, she led efforts toward the successful worldwide expansion of Rimmel London, which resulted in the introduction of the color line to the U.S. in Wal-Mart stores.
Her vision for ZZZ Theraphy includes taking the concept beyond women — who traditionally purchase Healing Garden products — to male users. “We’d like to position it for both men and women,” she said, adding that both genders suffer from sleep deprivation. Ayala hopes that eventually she can help to extend several Coty properties to include more men.
When developing ZZZ Theraphy, Coty looked at ingredients ranging from tried and true to New Age. “We didn’t go with high tech ingredients; we opted for chamomile and orange blossom, which are the core of ZZZ Theraphy,” explained Ayala. “We were comfortable with these herbs, and they tested well.”
Although there are prestige aromacology products to usher in sleep, such as Origins’ Sensory Therapy Sleep Collection, this is the first mass entry, and Coty hopes it will be the biggest line extension to date for The Healing Garden, which already produces annual sales exceeding $35 million. “Instead of just adding another scent, we went deeper into benefits,” Ayala said of the line, which is set to ship in August.
Ayala also believes that ZZZ Theraphy has the right combination of products for sleep enhancement, such as soaks, body products and a room and pillow spray. There is also a starter kit combining the products with an herbal tea. Catchy names, such as Silk Pajamas for the body lotion, also help to reinforce the line’s benefits.
Since ZZZ Theraphy’s benefits warrant explanation, Coty plans to advertise the extension. Although the program has not been finalized, Ayala said there will be scent strips and a “new media strategy.” Double-page advertisements will appear in November publications that will stretch beyond traditional women’s magazines. Point-of-sale materials will also help to explain how ZZZ Theraphy works.
Ayala thinks ZZZ Theraphy will appeal to the estimated one out of every three Americans who have difficulty drifting off to sleep at night. The product is also designed to help people grab more hours of sleep. While experts gauge that people need at least eight and a half hours of sleep per night, most Americans average only six. She hopes ZZZ Theraphy will assist people who are not only sleep-deprived but also those who suffer from insomnia. Many people, she reasons, can’t sleep because of stress. Soaking in a tub and enjoying the herbal tea can help to ease the pressures of daily life, she contends.
The Healing Garden already has stockkeeping units for relaxation, such as lavender, one of the best sellers. “But this goes a step beyond that,” Ayala said.
Ayala hopes to use her international experience to further Coty’s business. “It was a wonderful experience,” she said of her five years abroad. “I’m thrilled to be back.” She promised a full schedule of new products and face-lifts to Coty brands, including extending existing brands to men.
Among the initiatives is a new tween line, which was previewed at the recent National Association of Chain Drug Stores’ Annual Meeting in New Orleans. Another major launch will be the August rollout of Adidas Moves for Her.
Coty U.S. has announced recent management changes. Michaelene Roark has been promoted to senior vice president of field sales. Roark joined the Coty Division of Pfizer in 1972 as assistant to the regional manager. Prior to that, she worked in Pfizer’s operational division. Pfizer sold Coty in 1992. Also, Michael Ferrara has been promoted to senior vice president of customer marketing. He joined Coty in May 1998 from Bestfoods, where he was director of trade marketing and category management. Prior to Bestfoods, Ferrara was vice president and group account director at ACNielsen. Finally, Bruce Ford has been promoted to vice president of trade marketing. He joined Coty in September 1978 as a territory manager.
The Chain Drug Marketing Association’s Cosmetics Buyers Forum will be held from September 11 through 13 in Boston. Jeffrey Nugent of Revlon has been tapped as a keynote speaker. Eckerd Drug’s Kathy Steirly is a co-chairman of the event, which will bring buyers together to discuss crucial industry issues. There also will be special time for manufacturers and retailers to meet to work on issues facing the industry, such as universal fixturing, the impact of the Internet and maintaining a competitive edge against encroaching competition.