NEW YORK — The Thymes, it is a-changing with the launch of the Kimono Rose collection, a new floral bath and body line targeting a younger consumer.
“We’re trying to capture a younger audience, trading up from Bath & Body Works and The Body Shop, to a higher-quality product experience and fragrance,” said Christiana Kippels, vice president of strategic business development for The Thymes.
Best known for its bath and body, home care and home fragrance collections, the 24-year-old Minneapolis company is trying something new. Previous lines, like Home Thymes, targeted women in their 30s. Kimono Rose is aimed at women in their 20s — part of an overall restaging of the mother brand that began last year.
“We’re embodying the new face of The Thymes by introducing new fragrances, adding new stockkeeping units [such as a Rollerball eau de parfum] and introducing sophisticated packaging,” said Kippels, who noted the company saw too much uniformity in different collections’ packaging.
Industry sources estimate that the Kimono Rose collection will generate approximately $3 million in retail sales by the end of its first year in distribution, and that The Thymes will end 2006 with $44 million in retail sales.
“Customers’ design knowledge and appreciation has grown over the last several years. They place value on exciting packaging. Our new collections will have designs, fragrances and packages that are fresh and modern on shelf,” said Kippels.
The company realized that its portfolio lacked a floral fragrance.
“Given the strong femininity trend that’s out in the marketplace, we wanted a take on floral — a fresh and clean floral fragrance, since sometimes the more traditional florals can be heavy,” said Kippels.
All 12 items in the Kimono Rose line, ranging from the 2-oz. Body Crème for $6 to the 1.75-oz. eau de parfum for $49, contain ingredients of rose, jasmine, peony, clementine, vanilla and musk. The wide array of similarly scented products — everything from body wash and home fragrance mist to an eau de parfum and a candle — is designed to offer customers the “complete fragrance experience” by allowing them to layer fragrances. The Rollerball eau de parfum, retailing for $18 for a 0.2-oz. bottle, is expected to be a popular item since it offers customers a portable product at an affordable price.
Though the entire Thymes collection is available in over 5,000 specialty stores nationwide, Kimono Rose will be sold this May in over 2,000 doors, including C.O. Bigelow.
All items are packaged in a decorative and colorful fashion with an embossed flower pattern. The origami-inspired cartons have layered patterns that are colored inside and out.
“We care about our attention to detail and value every aspect of the artistry we do from start to finish,” said Kippels.
The Thymes plans to launch two more full-range bath and body collections this July.