Crabtree & Evelyn's Song de Chine body collection is first major launch under new parent.
This article was originally published in The Rose Sheet
Executive Summary
CRABTREE & EVELYN SONG DE CHINE SCENTED BATH AND BODY LINE marks the company's first major launch since it was purchased by Malaysia-based Kuala Lumpur Kepong Berhad. The five-SKU range, which Crabtree is promoting as the "essence of tranquillity," is available now in Crabtree & Evelyn doors in the U.S. Crabtree & Evelyn Song de Chine bowed in the U.K. and Canada in June.
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CRABTREE & EVELYN SONG DE CHINE SCENTED BATH AND BODY LINE marks the company's first major launch since it was purchased by Malaysia-based Kuala Lumpur Kepong Berhad. The five-SKU range, which Crabtree is promoting as the "essence of tranquillity," is available now in Crabtree & Evelyn doors in the U.S. Crabtree & Evelyn Song de Chine bowed in the U.K. and Canada in June. KLK acquired family-owned Crabtree & Evelyn in June 1996 ("The Rose Sheet" June 3, 1996, p. 1). The personal care products manufacturer said at the time of the purchase that the specialized toiletries retailer served as a way to expand KLK's business of manufacturing raw materials and finished products to the operation of retail outlets. Crabtree indicated that the Song de Chine line is the first in a series of initiatives for the company under KLK parentage. The Song de Chine collection includes an eau de toilette, Soothing body lotion, Silkening body cleanser, Perfumed soap and Tranquil bath soak. The Song de Chine fragrance is in all the products to "evoke a sense of tranquillity," according to the company. Inspired by the traditional Chinese walled garden, the Song de Chine scent opens with floral notes of quince blossom, jasmine and tea rose. The heart of the fragrance, which contains oolong tea extract, ylang ylang, cardamon and thyme accords, dries down to a citrusy, woody base comprising mandarin and cedarwood notes. Rich protein and sesame oil enrich soothing body lotion to moisturize the skin, while gingko and lotus seed extract tone the skin, Crabtree & Evelyn said. Silkening body cleanser, which "envelops the skin in a silky rich lather," contains ginseng, oolong tea and rice bran. Tranquil bath soak, with sea salt and rice starch, "restores a feeling of calm and balance" while leaving "skin soft and lightly perfumed." Outer packaging for the products reflects the Chinese inspiration of the line. Pale blue-green cartons are etched with a design of Asian tea houses and Chinese leaves. "Song de Chine" is embossed on the cartons in silver. The eau de toilette is housed in a clear glass bottle to reveal a bluish juice. The white lotion and pearlized light blue cleanser are packaged in clear, plastic bottles. A 3.4 oz. edt costs $32.50, and an 8.5 oz. cleanser and lotion retail for $16 apiece. A 12.2 oz. bath soak sells for $20, and a box of two perfumed soaps costs $12. To promote Song de Chine, Crabtree & Evelyn sent a mailing to its "preferred" customer list, inviting them to try a 1 oz. sample of the lotion. The company, a sponsor of the Race for the Cure breast cancer fundraising run in 13 cities, will also give breast cancer survivors who participate in the race samples of the lotion. |