Ever wondered what your skin would feel like after being rubbed with precious stones? Well, now Bulgari is giving you the chance to find out! The famed fine jewelry house is trying to rebuild its struggling line of luxury skin care this fall with a new group of antioxidant hydrating products called Source Defense. Bulgari launched beauty treatments in late 2007 in Italy and last year in the U.S., incorporating its signature Gem Essence formula into all products. The luxe complex contains extracts of sapphire, malachite, tourmaline and citrine that are rich in minerals and have an antioxidant effect and restore radiance, according to company research.
“Today, we are one of the top 10 worldwide brands in fragrance,” Patrizio Stella, managing director of Bulgari Perfume and Cosmetics, said. “Our objective with the skin care line is to continue and grow to a top 10 position within the extensive beauty care market.” The feat seems lofty since the beauty line is not yet profitable and relies mostly on individual client consultations and word of mouth as their marketing strategy. Yet Stella believes that, though slow at first, their strategy is the way to success. “We want to build the business long term, and we don’t have hundreds of millions like Estée Lauder or P&G to push a lot on classic advertising,” Stella said. “We believe a true prestige proposition needs to be served on a one-to-one basis.”
The Source Defense collection, marketed as anti-aging, contains a serum retailing for $190, plus an emulsion moisturizer and cream for dry skin, each selling for $185, (already in stores), and a $70 tinted cream which is due to hit shelves in November.
Article and Photo Source: WWD
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