After years of traveling, Lisa Hoffman — wife of actor Dustin Hoffman — decided to take the frustration that came with her frequent packing routine and turn it into a beauty business. Her new creation is Lisa Hoffman Night and Day 24 Hour Skincare, an antiaging line designed to free people of clutter and help simplify their routines.
“When [Dustin and I] decided to get married and have a family, he was already a working actor — and we made a promise to each other that we would be together as often as possible, which is difficult with his profession,” said Hoffman. “Since he had to be on location months at a time and we had four children, it required lots of packing to keep the family together so I became an expert packer of all sorts.”
Hoffman eventually grew tired of packing up her daily skin care needs along with other beauty necessities. “I always hated packing toiletries, and skin care products in particular, because it’s very difficult to get it right. Either you brought too much and had an extra case or you didn’t bring enough,” said Hoffman, who developed the line with consultant Pamela Vaile. “The idea for this line is that you have everything you need for a complete day’s and night’s worth of skin care in a portable plastic resealable packette. It offers consumers a unit dose of every formula, providing them with purity, potency, portability and performance. Every time you break an ampoule, the product is fresh and contains high levels of vitamins C and E in addition to advanced peptides.”
Launching next month exclusively at Bergdorf Goodman, the collection consists of 10 cleansing, toning and moisturizing formulas in single-dose, disposable ampoules — five daytime formulas packaged in white and five nighttime ones in silver, each numbered and organized consecutively in the order of usage. The daytime formulas include a cleanser, toner, moisturizer with SPF 15, eye cream and lip conditioner, while the nighttime products include a cleanser, vitamin A and C serum, cream, eye cream and lip serum. All are designed for women with normal to dry skin, and each item is available in a single-day packet and full-size versions ranging in price from $20 for the Night and Day single packet to $125 for a full-size night cream.
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In March, the products will roll out to five Harvey Nichols stores in the U.K., Dublin, Dubai, Istanbul and Hong Kong, and then Colette in Paris a month later. Also this spring, Hoffman will introduce a spa bath and shower collection, each containing five products with a rain forest theme. She also has plans to introduce a spa facial collection.
Although executives wouldn’t comment, industry sources estimate that the skin care collection will generate $3 million to $5 million in first-year retail sales, when factoring in the new spa shower and bath, fragrance and spa facial collections.
According to Hoffman, she has plans to turn the skin care line into a lifestyle and beauty brand and to introduce more than 25 collections over the next three years, including a hair care, fragrance, acne, men’s grooming skin care and baby-children’s line.