British supermarket chain Waitrose, part of the John Lewis Partnership, has revealed that it will be relaunching its entire Pure line of own brand facial skin care products. Originally envisaged as a rebrand 18 months ago, the project has since become a “full-on relaunch”, Moira Lazenby, Product Developer at Waitrose, told Cosmetics Business. “We have managed to create a (mainly) facial skin care range featuring products which are at least 95% natural, which are fragrance-free and dermatologically tested, but which will retail from £2.99.”
While the range will naturally include skin care basics, it will also feature “really special, effective” products, such as facial oils, Lazenby added. And although the packaging has yet to be premiered, she noted that it will feature a “soft, warm” design in black and white. The new-look Pure products are set to launch in March 2014.
In addition, Waitrose has boosted its line-up of niche brands with the addition of SenSpa, the at-home spa product range from the New Forest's Careys Manor Hotel. Products in the SenSpa portfolio – which include muscle soak, body butter and bath salts among others – are 97% natural and are separated into Detox, Relaxing and Nourishing variants. Explaining why SenSpa is a natural addition to Waitrose's line-up, Buyer Mark Steele said: “It's that natural angle that they have, in addition to the fact that they are an award winning spa. We want to bring in brands that are special and are at the forefront of what they do but which also have a price point that is accessible.”