NEW YORK — DermaNew, the Beverly Hills-based company that brought microdermabrasion out of the dermatologist’s office and into the home, is taking the microdermabrasion concept back to where it began — the aesthetician.
In July at Cosmoprof’s third annual beauty event in Las Vegas, the company will launch their professional skin care line, DermaNew Professional Phase One — an aesthetician microdermabrasion kit that includes three mircrodermabrasion creams fit for all skin types, as well as a hydrating cleanser, refresher and moisturizer. Along with the professional-sized products, the kit offers resurfacing tools, disposable foam applicators, an instructional DVD and a point-of-sale merchandising piece.
“When we created DermaNew, it was to complement clinical microdermabrasion treatments, never to replace what the aesthetician was doing in the spa,” said Amby Longhofer, president and founder of DermaNew, but “now DermaNew is showing the industry how to do microdermabrasion super effectively by offering aestheticians the sized-up skin care system.”
The Professional Phase One kit is the first of two DermaNew has created for aestheticians and will retail for $299. Longhofer said year-end projected sales will near $400,000, and within a full year, $2 million. Kits are expected to be sold in approximately 2,000 spas and 1,000 stores nationwide.
“We are proposing salons use the tools and the back bar products, become acquainted with them, and then step aestheticians up” to Professional Phase Two, which DermaNew is still developing, said Longhofer.
As for Professional Phase One, “it’s all about the crystals,” she said, with the focus of each microdermabrasion cream on what Longhofer calls the “fifth skin type, a reconditioned, resurfaced skin, [one that has had] many active products on it.”
DermaNew uses “medical-grade corundum mineral crystals that are faceted, not shards, [and] sized for polishing, not scraping,” she added.
Each cream offers a different combination of sized crystals.
For more normal to dry skin types, DermaNew is offering Hydrating Crystal Formula Microdermabrasion Crème, a “nourishing and hydrating” cream containing antioxidants, vitamins A, C and E, as well as wheat bran and wheat germ oil, she said.
The Accelerated Formula Microdermabrasion Crème for the face and body “has the most comprehensive crystal sizes, in varied amounts, with the larger crystals addressing deeper lines, wrinkles and darker coloration, while the medium- and smaller-sized crystals polish and refine,” she said.
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Sensitive skin types can use the Dual Crystal Formula Microdermabrasion Crème, a combination of medium and small crystals mixed with an anti-inflammatory agent “that treats and calms” while the crystals “lightly” exfoliate, she added.
Marketing plans for the microdermabrasion kit, creams included, is a “yearlong advertising strategy with Bright Designs, the creative force behind DermaNew over the last four years.” She added that the commitment entails full- and two-page spreads in trade magazines.
Though she wouldn’t disclose the advertorial budget, she said what DermaNew has spent “is more than average for a five-year-old company.”
Concurrent to the launch at Cosmoprof, DermaNew will introduce Professional Phase One in Puerto Rico and Canada, followed by an international launch soon after.