NEW YORK — Orlane is going to extremes — by expanding its B21 Extrême Line Reducing Care treatment collection, which was created four years ago to address fine lines and wrinkles.
This story first appeared in the March 28, 2003 issue of WWD. Subscribe Today.
The high-end French skin care brand is launching B21 Extrême Line Reducing Extract, the fourth addition to the Extrême lineup. The new stockkeeping unit is scheduled to launch concurrently in the U.S., Italy and France early next month. It will then roll out to the rest of Europe and Orlane’s full distribution in 110 countries, including Japan.
The Extrême Extract move occurs amid an Orlane strategy to “further refine” its distribution here, said Luigi Rivetti, Orlane’s general manager for the U.S. Citing Orlane’s current number of U.S. locations, which falls between 110 and 120 doors, Rivetti said: “We’ll select probably half of those and really focus on and invest in them.” Saks Fifth Avenue, Neiman Marcus and select Bloomingdale’s locations are among the retail accounts Rivetti is targeting.
Meanwhile, a focus on the product offering — especially within Orlane’s B21 sub-brand — has increased Orlane’s skin-care sales in the U.S. by 50 percent in the last three years, Rivetti pointed out. According to industry estimates, Orlane’s total U.S. sales volume is between $15 million and $20 million, 90 percent of which is generated by skin care.
Although Rivetti wouldn’t talk numbers, sources estimate Extract could garner first-year retail sales of $1 million in the U.S.
Extract targets women ages 35 and up and is priced at $200 for a 1-oz. pump bottle. The product employs a proprietary compound called Memoxyle, which includes isoflavone extracted from clover — hence the name Extract — for protein synthesis, and beta glucan to counter free radicals. Extract is intended primarily for nighttime use on the face and neck.