New age line serves to save time
Melbourne-headquartered manufacturer Mitch Dowd has sought to capitalise on the 'new age' phenomenon by releasing a new range of women's sleepwear infused with moisturisers.
The moisturisers selected to appear in the collection, which the company has been working on since March last year, each offer different skin-caring properties with anti-stress and anti-ageing properties mooted as key benefits.
Mitch Dowd marketing manager Jane McCarrison said the idea for the range, appropriately dubbed Zen, came about owing to the surge in interest in activities designed to "lift the soul".
"The world has become overrun with retail and web-based offers, predominantly for women, around cosmetic, aromatics and sensory wellbeing. The trend has seen day spas explode in popularity and indulgence has become common place. [But] the consumer still has one major problem; they remain time-poor. We saw a gap in the market for luxury sleep garments designed to 'treat' the body, skin and soul while at rest."
The initiative would see the emergence of the "once a day eight hour beauty sleep", McCarrison claimed.
Targeted at professionals aged between 25 and 45, and marketed under the tagline 'sleep is the best meditation', Zen's range includes full length pyjamas, pants, shorts, sleeveless fitted tanks, kimono wraps, shrugs and towelling robes.
McCarrison said the company had chosen a unique fabrication for the collection with a cotton/elastane blend teamed with soybean, whose active amino acids further aided the process by activating collagen proteins in the skin.
Available in sizes extra small to extra large, the colour palette includes moss, salmon, chocolate, mocha and white.
Prices range from $29.95 for shorts to $99.95 for the robe.
The line launched in Myer earlier this week and will be progressively rolled out to smaller retailers over the next six months.