LONDON — Floris is hoping to make a splash with a new bath and body line.

Called Natural Benefits, the six-unit collection of products is the first freestanding bath line created by the 275-year-old quintessentially British fragrance brand. The company hopes to broaden Floris’ appeal and tap into the increasing market demand for beauty items based on natural ingredients.

“There is a growing number of people choosing to drive electric cars, buy organic food and put more consideration into what they put on their faces and bodies,” said Tony Brunt, managing director of Floris. “Natural Benefits is a contemporary Floris range meant to broaden [the brand’s] appeal to a younger market — while hopefully not upsetting our faithful following around the world.”

The line was created largely with botanical ingredients, many of which are organic, and don’t contain mineral oils, aromatic chemicals, sulfates or parabens.

Invigorating Body Polish, an exfoliating wash, includes peppermint, lavender and aloe vera; Energising Body Wash comprises saffron extract, spearmint, lemon and lime; Soothing Skin Balm has aniseed, dill and monoi from Tahiti; Shine Boosting Conditioning Shampoo is a blend of chamomile, sage and thyme extract; Gently Cleansing Hand Wash includes myrtle, lemongrass, bergamot and sage extract, and Nourishing Hand & Nail Cream features allantoin, geranium, orange and lemon.

The products are packaged in cream-colored flacons, each decorated with an illustration of a key ingredient. Prices range from 13.50 pounds, or $24.70 at current exchange, for a 250-ml. bottle of shampoo, to 17.50 pounds, or $32, for a 250-ml. bottle of body balm.

Brunt declined to discuss sales projections, but industry sources estimate Natural Benefits will generate $800,000 in retail volume in its first year. The line hit counters in the U.K., U.S., Italy and Spain last month.

This story first appeared in the June 14, 2006 issue of WWD. Subscribe Today.

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