NEW YORK — Zia Natural Skincare is courting older women with Brilliance, an upcoming collection of skin care products designed to nourish skin and diminish the appearance of fine lines, wrinkles and skin discoloration.
The paraben-free line contains botanicals, concentrated essential oils and an antioxidant fruit blend composed of fig, date, pomegranate and strawberry. The essential oils create a fragrance, maximizing their therapeutic and rejuvenating properties. All eco-friendly items are packaged in recycled paper.
“As women get older, they try to stay healthy and are more concerned about what they’re putting into their bodies,” said Laura Setzfand, Zia’s director of marketing, who noted that Baby Boomers form the core of shoppers at Whole Foods, one of Zia’s main retailer partners.
Zia, which was bought by the Hain Celestial Group in April 2005, historically targeted women 30 to 45 years old interested in antiaging skin care. With Brilliance, Zia is targeting women in their 40s and up, “the Baby Boomer generation,” who are worried about age spots, loss of skin elasticity and sun protection
The collection, priced from $27.95 for a cleanser to $44.95 for a firming serum, is divided into three facial systems — Brilliance Rejuvenating, Smooth & Protect Rejuvenating and Firm & Brighten Rejuvenating.
Brilliance Rejuvenating includes a Moisture Infusing Cream Cleanser, Purifying Cleanser and Hydrating Toner. Smooth & Protect Rejuvenating includes two products that promote cellular regeneration and protect against sun damage while smoothing the appearance of lines and wrinkles. Firm & Brighten Rejuvenating Facial System includes four products designed to restore skin elasticity, reduce the appearance of age spots and brighten the complexion.
Brilliance will launch at the end of July in more than 500 doors, including Whole Foods, Wild Oats and independent natural store chains.
The collection will be supported with a print advertising campaign that breaks in Yoga Journal and Natural Health this month. Ads will also appear in Body and Soul in September and More in October.
Although company executives would not comment on sales, industry sources estimate the Brilliance line will bring in close to $2 million in first-year retail sales.