View Slideshow

NEW YORK — Bath & Body Works is hoping consumers will want to spend their holiday season in Aspen with the launch of its winter items.

The company is making sure there’s something for every age, lifestyle and budget with the new skin care, body and home assortments, which start entering stores in September.

“We’re having fun experiencing winter to the max, but with high femininity in a pampering fashion by offering the latest trends at a value, targeting all the psychographics of our customers,” said Camille McDonald, executive vice president of merchandise and brand development.

Although executives would not comment, industry sources estimate the holiday collections will generate about $40 million in retail sales in three months, while the Tahitian collection launching at the end of January will bring in roughly $25 million in first-year retail sales.

The limited-edition Snow Glow collection, targeting consumers between the ages of 18 and 25, offers five head-to-toe shimmering bath and body products: a bath and shower gel, a body lotion, a scent, a hair and body mist, and a lip gloss. According to McDonald, the line captures the “shimmer and shine” trend sweeping the beauty and home industries.

“It’s a quick pick-me-up collection that creates a great look for holiday parties,” said McDonald. “We were thinking of an image of freshly fallen snow on top of ice that’s glistening and sparkling on a sunny day. We took this idea and created white products with a touch of champagne color and added a high shimmer that sparkles like ice on snow.”

Packaged in frosted, opalescent bottles, each product features a cherry blossom fragrance and ranges in price from $10 to $14.

Temptations is a seven-item line aimed at whetting consumers’ appetites for beauty trends. Items include a three-in-one body wash, a bubble bath and shampoo, a lip plumper, a home fragrance oil and a candle. Eight holiday scents have been created, such as Wickedly Hot Chocolate, which includes notes of dark chocolate, hazelnut liqueur and whipped cream. Seasonal scents will follow, beginning in February with Another Red Hot Love Story for Valentine’s Day. In April, the company will introduce its core Temptations collection featuring springtime scents such as lemonade, orange cream-sicle and crème brûlée. Temptations will retail from $6 to $16.50.

This story first appeared in the July 28, 2006 issue of WWD. Subscribe Today.

In another move, BBW is taking three fragrances from its signature collection — Japanese Cherry Blossom, Warm Vanilla Sugar and Sensual Amber — and introducing them in perfume form.

“This is pushing the envelope for the Bath & Body Works fragrance,” said Neil Fiske, the chain’s chief executive officer. “Our customers have an appetite for sensual, exotic fragrances.”

The limited-edition Signature Collection, packaged in ruby red, champagne and golden amber bottles, will retail at $28 for 3.4 oz. Other products in the line include three Shimmer Wands and Velvet Shimmer Body Creams available in gold, silver and bronze shimmer powder, each with a scented fragrance. Japanese Cherry Blossom contains a gold shimmer, while Warm Vanilla Sugar features a silver shimmer.

“In this evolution, we are reaffirming our leadership and renewing our commitment by offering multifaceted and complex perfumes as competitors try to introduce similar lines,” said McDonald, who notes the original Japanese Cherry Blossom is now the store’s number-one selling fragrance. “Though we’re known for our lighter and more linear fruity fragrances, we’re focusing on creating a broad portfolio of perfumes.”

While all limited-edition holiday items will be launched in September, the company’s Tahitian line, Ile de Tahiti, featuring exotic trends and Tahitian beauty secrets, will roll out in late January. The 17-item assortment, ranging from $10 to $20, will be a permanent collection within BBW and will target consumers between the ages of 25 and 49 who fantasize about exotic travel, souvenirs and experiences.

According to McDonald, the Tahitian-inspired line may be only the first of many collections for which product development teams are sent to exotic locations to bring back fragrance ideas. The team visited Tahiti in search of rare, high-performance ingredients that give Tahitian women beautiful skin and hair. Several ingredients identified were wild-crafted coconuts, tamanu nut oil, tiare flower and fei banana.

From these ingredients came three Tahitian collections: a coconut vanilla range made from coconut pulp and vanilla plant leaves; a tiare flower line inspired by tiare, Tahiti’s national flower, and a fei banana collection from the exotic fruit. Products also contain a proprietary complex made from tamanu nut oil, which, when combined with monoi oil, provides a deeply hydrating product with healing and nurturing effects.

load comments
blog comments powered by Disqus