NEW YORK – Having poured much of its technology into beautifying the face, Juvena of Switzerland’s Juvedical line soon will shift to a whole-body approach. In February, the luxury skin care brand, owned by Beiersdorf AG, has plans to introduce Juvedical Renewing Body Serum and Renewing Body Cream to C.O. Bigelow and Bath & Body Works flagships, select Nordstrom doors and Sephora.com.
The line’s expansion comes as the Juvena brand ramps up its efforts to build a robust U.S. business, one on par with Europe, which accounts for more than 90 percent of its market presence.
“The U.S. is one of the fastest-growing distribution markets for Juvena,” said Nadia Yousif, Juvena of Switzerland’s national brand manager, nodding to its gains in such a competitive marketplace. While Yousif declined to comment on sales, industry sources forecast that the brand reached $3 million to $4 million in retail sales in 2005.
The brand was developed in the Fifties by dermatologists interested in treating serious skin concerns such as burns, and quickly evolved into a beauty brand as women’s interests in cosmetics boomed in the post-World War II era.
Internationally, Juvena includes numerous lines tailored to skin needs, such as the antiaging system Juvenance, Juvelia for mature skin and Juvedical, suitable for all skin types.
“Juvedical reenergized the Juvena brand,” said Yousif. “Because anyone can use it.”
Juvena brought Juvedical to the U.S. market early last year, introducing a facial care regimen of Juvedical Renewing Serum, Day Cream and Night Cream. It expanded the offering last fall with Juvedical Renewing Eye Serum and Cream.
All formulas, including the two body products, rely on Skin Nova Technology, a formula that borrows from first-aid medicine to heal and renew skin.
The two latest additions of Renewing Body Serum and Cream, due in stores next month, will broaden Juvedical’s reach to the entire body. “We wanted to completely renew all skin, so that includes face, eye and body,” said Yousif.
Both the serum and cream are designed to soothe irritated skin; firm and promote natural skin functions, such as cell renewal, and fortify body skin with moisturizing lipids. The $85 Renewing Serum, which can be used under the cream, can be applied to specific problem areas or the whole body. The $63 Renewing Cream is intended for more intensive moisturizing. Yousif pointed out that consumer tests revealed that both products helped diminished scar tissue and the appearance of cellulite. She added that the products also are appropriate to use after a laser or wax treatment and cosmetic surgery to calm the skin.
Related Articles
You May Also Like
While the Juvedical line is new to the U.S., Juvena entered it in 1998 in Sephora.com doors, just as the retailer was making inroads into the U.S. market. The brand is now in 225 U.S. doors and has plans to have a presence in 20 Nordstrom doors by yearend, up from its current count of seven.
The brand’s ultrapremium price points are equally at home in C.O. Bigelow and Bath & Body Works flagships, said Yousif, noting that the $94 Juvedical Renewing Eye Serum is one of its top three sellers.