NEW YORK — After celebrating its 30th anniversary this month, L’Occitane is planning to launch its second body care line this fall — a five-stockkeeping-unit collection inspired by grapes, a Provencal staple rich in minerals, organic acids and fibers.

The new items are rich in red vine leaf, grapeseed oil and grapeseed powder extract from the Muscat and Laveallee grapes grown in Ansoues, France. When used in beauty products, these ingredients stimulate drainage, nourish the skin with vitamin E and fatty acids and exfoliate, said Christophe Amigorena, managing director of L’Occitane.

The company is positioning the new Grape Anti-Water Retention Gel, out in September, as the line’s standout. “Improving the microcirculation reduces the water retention in the tissue of the skin, while at the same time eliminates toxins,” said Amigorena. “It’s the first product in our company that provides this kind of benefit to our consumers.”

Other September launches are Crushed Grape Polish, 6.7 oz. for $26, including grapeseed and walnut shell particles; Grape Warming Body Wrap, a combination of pink and white mud, cypress essential oil and grapeseed oil said to detoxify the body, $30 for 6.7 oz.; Grape Shower Oil, $20 for 8.4 oz., and Grape Beauty Milk, a shimmering moisturizer, $21 for 6.7 oz.

The line will be available in about 600 doors, including L’Occitane’s 144 stores in the U.S. L’Occitane also plans to open 18 stores in the U.S. by the end of the year. The company now has retail distribution in 716 stores in more than 70 countries, including the U.S.

Although executives would not comment, industry sources estimate the line will bring in about $2 million in retail sales in the first year in the U.S. By the end of the fiscal year, the company hopes to do a total of $120 million in the U.S. and $250 million worldwide.

The company plans to finish off the year with the debut of a sixth harvest line, which is scheduled to be launched in time for the holidays.

This story first appeared in the June 16, 2006 issue of WWD. Subscribe Today.

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