Skin Milk is hoping its bath and body care brand does a body good.
The company plans to introduce two milk-based lines for children and teens next month, namely Skin M.I.L.K. and Skin Milk Smoothies.
The launches represent the company’s first major initiative since being acquired by Idelle Labs from Natera in November 2004. Over the past two years, Idelle Labs has relaunched many Skin Milk products with updated formulas and packaging. Skin Milk is currently sold in 20,000 food, drug and mass stores, in addition to Ulta and online. The line is also available in Canada and Asia. Idelle Labs is in talks with QVC to sell an exclusive Skin Milk set.
Although company executives wouldn’t comment on sales, industry sources estimate Skin M.I.L.K. and Skin Milk Smoothies Shower Gel will generate about $2 million in first-year retail sales. Company executive expect the two new collections will add an incremental 30 percent to the base line Skin Milk business each year.
“We expect these two new lines will drive growth for our Skin Milk business by 30 percent on our base business,” said Laureen Schroeder, Skin Milk’s director of marketing. “We believe the business will be incremental due to the different target audiences each line will reach.”
Available exclusively in Wal-Mart for its first six months, Skin M.I.L.K. features four items designed for children, including a shower gel, foaming bath and a two-in-one shampoo and body wash, available in vanilla and “cookies ‘n cream” scents. Each item in the collection retails for $4.47. By next year, the company plans to expand Skin M.I.L.K. to all major food, drug and mass chains. With packaging resembling milk bottles, the paraben-free products contain vitamins A, D and E, and milk proteins, which are said to soften and cleanse the skin.
“This line is great for moms looking for a healthy alternative in terms of finding products for their kids,” said Schroeder. “There are so many products out there that aren’t healthy for kids’ skin, but the milk-based formula makes it nonirritating.
Skin M.I.L.K. will donate 5 percent of its proceeds to Heifer International, an organization that sends milk-producing animals to families in need. As part of the arrangement, Skin M.I.L.K. will be allowed to feature Heifer International animals like Gytha the goat, Winifred the cow, Woolimina the sheep and Chasi the water buffalo, on its labels. According to Schroeder, the packaging will give parents a bath-time story for their children, along with an opportunity to educate them about giving back to the community.
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Also launching next month is Skin Milk’s Smoothies Shower Gel, a collection of four shower gels, featuring a blend of the brand’s signature vanilla cream scent and fruity flavors like plum, apple and raspberry. Like Skin M.I.L.K., the formula blends 5 percent milk proteins with vitamins A, D and E. Retailing at $5.99 for an 8-oz. bottle, the shower gel will be available exclusively at Rite Aid for a three-month period. By next spring, Skin Milk Smoothies will be available nationwide in 20,000 food, drug and mass stores.
“Lots of products out there targeting tween and teen girls are very sweet,” said Schroeder. “We wanted a higher-end fragrance that was softer, so we decided to have a fruit blend on top of a vanilla scent.”
Skin M.I.L.K. and Skin Milk Smoothies Shower Gel will be supported by a print advertising campaign, which breaks in about five parenting magazines next year. A series of online initiatives will also bolster the brands’ launches.