Peter Thomas Roth has partnered with Prime Video to launch a limited-edition version of its 24K Gold and Cucumber De-Tox Hydra-Gel Eye Patches inspired by the fan-favorite drama series, “The Summer I Turned Pretty.”
This collaboration comes just a few weeks before the third and final season of the show, which sees a teenage girl named Belly grapple with the consequences of being in love with two brothers (Jeremiah and Conrad), premieres on the streaming service.
Peter Thomas Roth releases limited-edition, travel-sized eye patches inspired by “The Summer I Turned Pretty” franchise.
Peter Thomas Roth, the eponymous brand owner, explained how this crossover came to life. “This project has been in development for almost a year. The author and showrunner of “The Summer I Turned Pretty” picked a few of her favorite brands sold on Amazon, and my skin care line happened to be one of them,” he said.
As part of the partnership, customers will be able to purchase the cult-favorite hydrating under-eye agents in travel-sized containers with a packaging design inspired by the romance-steeped series set on the fictional Cousins Beach in Massachusetts.
“They’re the perfect addition to your beach bag or tote,” Roth continued. “We worked very closely with the Amazon teams to incorporate the show’s amazing intellectual property into our own branding. The goal was to match the energy of the show and create summer-ready versions of my Hydra-Gel Eye Patches, travel-sized for all your adventures.”
While it hasn’t played out on screen, Roth’s vision of the show’s characters using this specific product before a party or a date night, and the morning after, is at the crux of this collaboration.
Online, Roth’s ardent customers have raved about the brand’s eye patches, wearing them beyond the confines of their bedroom. Videos show fans wearing the cooling pads in the airport, the nail salon and on the sidewalk. “They’re also fabulous for soothing and cooling the delicate eye area,” Roth explained.
Roth debuted his skin care line in 1993, trailblazing the clinical side of the beauty industry. The idea sprang from his own experience with clogged pores and acne, which left Roth struggling to soothe his skin for years. For a while, Roth’s products were only sold in high-end spas and salons, but by 1998, the business had reached just under $15 million in retail value from the distribution of products under major outlets such as Bloomingdale’s, Sephora and Nordstrom.
A decade after his product line debut and just four years after it was ushered into department stores, Roth ventured into the fragrance sector of beauty with the release of a scent called “It.” At the time, Roth told WWD: “I always wanted to do a fragrance and have been dabbling in it for about 20 years.”
In addition to the Peter Thomas Roth eye patches, “The Summer I Turned Pretty” author Jenny Han tapped drugstore beauty brand Kiss to debut specialized press-on nails and lash clusters in celebration of the season premiere.
“The Summer I Turned Pretty” will return to Prime Video with new episodes on July 16.
