Lisa Hoffman is expanding her antiaging skin care line with the launch of Lisa Hoffman Night and Day 24 Hour Skincare, a collection designed exclusively for the Home Shopping Network. Hoffman hopes the launch will broaden the line’s consumer reach by simplifying daily routines and lowering the product’s price point.
“As I talked to women across the country, I learned that they are time-stressed and often confused about their skin care options,” said Hoffman. “Women loved that the collection offered them a complete skin care regimen in a portable, lightweight packet. There seems to be an unmet need to make skin care simple without sacrificing quality. This inspired me to offer a more affordable version of my skin care regimen to all women.”
When Hoffman presented the tightly edited prestige skin care collection, which is being launched this month at Bergdorf Goodman, to the HSN shopping channel, the network was extremely interested in the products, but wanted Hoffman to create something more specific for the HSN consumer. In an exclusive partnership, Hoffman will launch a collection in April, featuring 10 cleansing, toning and moisturizing formulas — five for day and five for night — each numbered in order of use and housed in disposable, resealable ampoules. Both the day and night packets contain a week’s worth of skin care and will retail for $29.95 each. Full-size versions of the products, from $15 to $65, will be sold at HSN’s Web site.
“They’re making it easy for the customer by giving the dosage as well as being so well organized,” said Michael Henry, HSN’s senior vice president of beauty merchandising. “Our customer loves innovation and anything that makes her life easier.”
Although executives wouldn’t comment, industry sources estimated the skin care collection would generate $3 million to $5 million in first-year retail sales.
According to Pamela Vaile, product and marketing consultant for Lisa Hoffman skin care, the company will continue to create specialized and exclusive lines, including hair care and fragrance, for HSN.
“Through this vehicle, it can be in every household, and every woman can have the benefits of a pre-edited selection of skin care that’s easy to use. We want to create products that will address every woman’s needs and not just women who shop in high-end channels.”