New Products: Coty's Healing Garden Adds Water at Mass

Raising the bar on price and sophistication of its popular Healing Garden brand, Coty early this fall rolls Healing Garden Waters, a fragrance/body treatment combination, played up with a "waterborn" flowers/botanicals theme.

Under a corporate mandate to redefine itself as a cutting-edge beauty empire, Coty sees the fragrance as opening a new revenue stream at mass. Though marketing is not set, two scents will be backed by an estimated $10-15 million at launch. Support includes print breaking in October books, TV ads, sampling and non-traditional promotions, The tagline remains, "Holistic fragrance for mind, body and spirit."

Waters, in Pure Joy and Perfect Calm—with both containing vitamins C and E—brings to mass the fragrance/treatment combination now seen only among prestige names like Lancôme's Aroma Tonic and Aroma Calm. It will aim to make consumers as aware of "aromachology" as the now commonplace "aromatheraphy."

Promoted as being "inspired by hydroponics" (plants grown in a soil-free environment), Waters will be priced significantly higher than the initial line at $27.50 and $17.50 for 3.4 and 1-oz. bottles, respectively.

New bath/body products are likely next year.

Though Coty was among the first to bring a specialty shop feel to mass with Healing Garden in its own kiosks, Waters merchandise will stay separate in the fine fragrance section, as will accessories. "We wanted to keep Healing Garden innovative . . . to bring holistic to the next level," said Anastasia Ayala, svp-global fragrances.

The concept, developed with the two-year old New Ideas + Images department, will hit the U.S. market, followed by Europe.