NEW YORK — Only months after opening its first U.S. store this past spring, Fruits & Passion shows no signs of slowing down. The beauty retailer is planning an aggressive international retail expansion, which includes new store openings and an ambitious entry into the face care category with three new lines, each designed to offer skin care benefits.
“Instead of targeting a skin care range treating a specific skin problem like oily skin, we’re focusing on the products’ benefits,” said Severine Mathe, marketing product development group manager of the Canadian company. “Not only do we have a star ingredient in each product, but we also have several other ingredients derived from fruits and plants that complement and reinforce the benefits and act in synergy with the main ingredient.”
Each face care line has an underlying active fruit ingredient designed to treat the skin. Radiance creates a glowing and radiant effect, Defense protects and purifies and Anti-Age regenerates and tones the skin.
Industry sources estimate the new products will bring in $5 million in first-year retail sales.
Though the collection was launched in Canada last March, the lines will be available in over 2,000 specialty stores and U.S. department stores, including Nordstrom, Anthropologie, Henri Bendel and PureBeauty this August. Price points range from $18 for Radiance’s Vitaminized Cleansing Mousse to $40 for the Anti-Age Regenerating Night Cream. Customers can mix and match the products, depending on their skin’s changing conditions and needs.
The Radiance range contains six products, including the Vitaminized Hydra Cream, Exfoliating Gel, Purifying Toner and Instant Glow Essence. The line’s main pomegranate ingredient is designed to help the skin absorb and retain moisture to improve overall skin tone. The formula also contains cranberry, which protects the skin from harmful environmental conditions and promotes skin cell rejuvenation, and papaya and pineapple, which reduce blemishes and redness.
The Defense collection also includes six products, including the Purifying Mask, Eye Make-Up Remover, Anti-Stress Essence and Protective Day Cream. Designed to neutralize free radicals to protect the skin from premature aging as well as improve detoxification, the line helps users to regain skin tone, elasticity and purity. Composed of moringa proteins, centella asiatica, echinacea and pea extract, the line’s main ingredient, Chardonnay grape, protects the skin from environmental pollutants and free radicals.
The Anti-Age range includes an eye contour treatment, a firming formula and day and night creams, all designed to reduce signs of aging by helping the skin regain its tone and firmness. Known primarily for its vitamin C, the Acerola cherry is the line’s main ingredient, fighting premature aging with vitamins A, B1, B2 and B3. The cherry extract’s malic acid accelerates cellular regeneration while the vitamin C prevents the appearance of fine lines and wrinkles. Blue-green algae and soy proteins revitalize and strengthen the skin’s natural protection.
There are 127 Fruits & Passion stores in 12 countries. Over the next three years, the company has a broad expansion plan to open 50 U.S. stores and 40 stores in new markets such as Saudi Arabia.