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“The products will hydrate, heal and increase the circulation of blood flow on the face,” said Dr. Utilizing a combination of natural sea minerals and botanical extracts, Naturals helps support the skin’s immunity with an antibacterial and acne-fighting formula, according to the company. “There have been a lot of clay masks out there from other companies, such as Avon, but not a lot of clay cleansers.”
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“The problem with most natural products like this is that they expire after a while, smell funny or they don’t work,” she said. Schroeder said the company predicts the Purifying Clay Cleanser will stand out most to consumers because clay cleansers aren’t common. Naturals offers six new products including three cleansers, two astringents and a moisturizer. Sea Breeze total sales for 2006 are expected to reach $50 million. “It’s amazing how many people have stayed loyal to this brand.”Īccording to Schroeder, the company forecasts that the new line will generate approximately $28.6 million its first year on shelves. “We really see it more as an evolution and expansion to our target market,” said Schroeder.
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Along with the increase in natural skin care product sales, Sea Breeze hopes to capitalize on this change with the launch of its new line in April to target pre-antiaging women ages 18 to 34. “We wanted to give a full line of skin care products that combines science with the best of Sea Breeze,” said Lauren Schroeder, Sea Breeze’s vice president of marketing.Īccording to recent marketing research, Sea Breeze consumers who once used the Actives astringent line are now more concerned with general skin care. But now, Sea Breeze has matured with the introduction of its new line of skin care treatments, Sea Breeze Naturals. NEW YORK - Sea Breeze, once a popular teen necessity as an acne-fighting astringent, lost a bit of luster over the years as its original consumer base grew up.