Karla Otto CEO Alexander Werz Launches Wellness Brand – WWD

For Alexander Werz, new model AWvi is all about magnificence from the within out.

The skincare meets wellness line, which launches in retail on Nov. 29 and direct-to-consumer in mid-January, consists of 4 inventory holding items: the Skin Biotic, $72, an ingestible probiotic; the Gentle Cleanser, $54, a hydrating wash; the Power Serum, $164, a smoothing and plumping therapy, and the Active Cream, $144, a wealthy however not greasy moisturizer.

Werz, public relations agency Karla Otto’s chief government officer and accomplice, stated he’s been impressed by a slew of manufacturers throughout his 30-plus-year profession, however one factor remained constant: an lively life-style. Wellness routines, together with skincare and supplementation, grew to become much more necessary for Werz throughout and after the COVID-19 pandemic. However, after experiencing the manufacturers accessible, he acknowledged a spot available in the market.

“I purchase dietary supplements on one aspect and the skincare on one other aspect, however I don’t actually really feel the excellence to mix that to essentially have an inside-out impact,” Werz advised WWD.

From there, Werz started brainstorming what his personal model would possibly appear like. Three years later, it’s coming to market. Behind the scenes, Werz introduced on former LVMH Moët Hennessy Louis Vuitton government Jean-Michel Vigneau as CEO, and formulator Giacomo Santus because the science and innovation lead.

“I put the six parts collectively and stated, ‘I want to do one thing round that with a view to create a model, with a view to create merchandise round it which go collectively,’” Werz stated.

Those six parts are sleep, vitamin, motion, nature, ardour and relationships. With this, the model is geared towards those that live an lively life-style and are curious about wellness, in keeping with Werz.

AWvi’s the Power Serum.

As with a number of manufacturers as we speak, Werz isn’t taking an antiaging strategy, however quite a pro-aging one.

“Aging is definitely an excellent factor as a result of growing older is one thing the place expertise turns into extra of your mindset,” he stated. “You know precisely what you wish to do and the way you wish to do it.”

This pro-aging ethos can also be on the middle of the model’s title, as it’s meant to mirror every client. “AW” represents Werz’s initials, whereas “vi” means you or your self in Italian. For the model, every person is likely one of the key elements.

With this ethos in thoughts, Werz is raring to develop the road into different classes, particularly hair care and physique care, with the identical inside-out strategy.

“Wellness is an lively conduct and it’s not solely what you set in your pores and skin,” he stated.

The model will likely be accessible at The Webster, Apropos and on the Niche Beauty web site. Industry sources estimate it’ll attain $3 million in retail gross sales its first yr.


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