NEW YORK — Origins believes it has discovered its own fountain of youth in rhodiola, the secret ingredient in its new Youthtopia line.
“Rhodiola increases the body’s energy levels so it can rebound faster from stress, giving the skin the ability to correct itself while helping to reduce the appearance of aging,” said Liz Starr, executive director of global product development for Origins, noting that the botanically enriched moisturizers are designed to reduce the visible signs of aging.
Youthtopia skin-firming cream and lotion were introduced in 15 countries in January; the products will bow in 450 department stores and 125 freestanding Origins boutiques in October in the U.S. The new items, $47.50 each, are designed to strengthen skin weakened by age and stress while reinforcing the natural moisture barrier. The products are said to firm and improve the elasticity of the skin, giving it a smoother look. The cream is designed for combination and dry skin; the lotion, for combination and oily skin. This is the first of the 12 moisturizers in Origins’ portfolio that has firming, lifting and rebalancing qualities, said Starr, who added that rhodiola is a member of a new category of herbs known as “adaptogens,” natural substances designed to increase resistance to stress and boost stamina.
For decades, she said, rhodiola was considered a prized secret of the Russian military, which used the ingredient as a dietary supplement to boost energy, longevity and memory. Also known as “golden root,” it grows in remote polar regions of Russia in often severe temperatures.
The Youthtopia products are designed for customers who already see signs of aging. “Our customers are looking for a natural alternative to traditional, chemically based platforms,” said Susan Akaad, vice president of global marketing. “They look and trust Origins and the purity of products.”
According to executives, the company has plans to expand the Youthtopia franchise over the next three years and extend the facial skin care and body care lines.
Origins also is redesigning its stores to feature more living plants, along with fresher, brighter, “eco-chic” merchandise. The company hopes the changes, which started being implemented last summer, will make the stores easier to navigate for consumers. Two of the redesigned stores can be found in Virginia Beach, Va., and Pentagon City, Va.; there are also four retooled locations in Boston.
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Though Youthtopia will not be supported by print advertising, Origins plans a direct-mail campaign to more than 900,000 people as well as co-op advertising.
Company executives would not comment on projected sales, but industry sources estimate the Youthtopia skin-firming cream and lotion will generate $8 million in their first year at retail, and Origins will spend about $500,000 on promotional events.