BULGARI ADDS NEW PRODUCT TO ITS FLEDGLING SKINCARE LINE
Bulgari is building on its fledgling line of luxury skin care with a new group of antioxidant hydrating products called Source Defense, which is for all ages.
A serum retailing for $190, plus an emulsion moisturiser and cream for dry skin (each selling for $185) have landed in stores, and a $70 tinted cream is due in November.
The jeweler, which launched beauty treatments in late 2007 in Italy and last year in the U.S., incorporates its signature Gem Essence formula into all products.
The complex contains extracts of sapphire, malachite, tourmaline and citrine that are rich in minerals and that have an antioxidant effect and restore radiance, according to company research.
Bulglari’s skin care products are narrowly distributed in about 250 doors worldwide, including 10 of its own boutiques and about 150 stores in Italy, Stella said. In the U.S., they are exclusive to Neiman Marcus and Bergdorf Goodman.
According to Bulgari, today they are one of the top 10 worldwide brands in fragrance Stella. Their objective with this new skincare line then is a natural progression for the brand to help it continue to grow to a top 10 position within the beauty care market.
It’s a big goal for a division that isn’t yet profitable and has a quiet marketing strategy that relies mostly on introducing individual clients to the products via facials, word of mouth and press relations.
The product range includes the Precieuse label that incorporates polypeptides to diminish wrinkles; the Lumiere line for brightening; a series of Radiance cleansers; and the Merveilleuse group, which was launched in January and focuses on firming the skin of women aged 50 and up.