Packaging is done in browns and whites with inspirational package notations. "We want to bring emotion to the brand," said Scalamandre.
Initially, distribution will be limited to the seven Canyon Ranch properties and five Saks Fifth Avenue doors — the retailer's doors in New York, Boca Raton, Fla., Beverly Hills, Costa Mesa, Calif., and Phoenix. By yearend, Scalamandre hopes to have the brand in about 100 high-end specialty store doors in North America, including select Nordstrom doors that do not conflict with the Saks doors and Holt Renfrew in Canada.
While none of the executives would comment on sales projections, industry sources estimated that Your Transformation would do upward of $8 million at retail in its first year on counter. Very limited print advertising is expected; Scalamandre said she expects the bulk of the promotional push to come from in-store events and sampling. "We want to bring the Canyon Ranch experience into stores — like, for instance, bringing Canyon Ranch chefs and nutritionists in for seminars," said Scalamandre. "That would emphasize the integrated positioning of this brand." An educational consumer Web site is also planned.