The beauty businesses founded by Princess Marcella Borghese in the Fifties, Borghese, is aiming its new line of mud and sheet masks at a younger consumer as part of a turnaround effort. The new lineup is launching exclusively with Macy's.

"We've been doing mineral masks, mud masks, for 30-plus years," said Borghese chief executive officer Christopher West, but sheet masks are a new territory for the business. "It still uses the same proprietary ingredients and technology that we have in the mud, it's just in a format that is much more easy for the woman who is on the go, and frankly, it allows us to accomplish our goal of attracting a younger customer."

The collection, called Fango Essenziali, consists of four mud masks and four sheet masks called, Moisturize, Purify, Calm and Energize, which aim to provide the stated effects. The masks are sold on Macy's Web site and will enter 150 Macy's doors May 1