StriVectin has an eye on additional sales with its newest skin care product, StriVectin Instant Moisture Repair, which is rolling out now.
Retailing for $59 for 2 oz., the item is designed to work in tandem with the brand’s existing moisturizers, noted Jill Scalamandre, chief marketing officer of Chrysallis, a division of Catterton Partners, which purchased StriVectin last year.
“Although this item can be used on its own, using it with one of our companion moisturizers gives you a real power pair,” said Scalamandre. “Instant Moisture Repair isn’t a traditional moisturizer — it is a reparative treatment that is designed to target not just the symptoms, but also the sources of dry, aging skin, both above and below the surface of the skin. It is also an entry price point into the StriVectin brand.”
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Above the surface of the skin, the product’s water-binding osmolytes are said to attract and hold moisture, “increasing the skin’s moisture levels by up to 30 percent in the first hour,” claimed Scalamandre. “The product absorbs almost immediately, so there isn’t any sort of sticky texture or surface shine.” Beneath the surface, oligopeptides are said to encourage the production of new derm-elastic fibers.
StriVectin products are available in about 100 specialty stores in the U.S., including Macy’s, Bloomingdale’s, Lord & Taylor, select Saks Fifth Avenue, Sephora and Ulta, as well as QVC. It will be rolled out to Asian doors this fall, said Scalamandre.
While Scalamandre declined to comment on projected sales, industry sources estimated the product could do $7 million at retail in its first year on counter. Industry sources estimated StriVectin does upward of $120 million yearly in retail sales, although Scalamandre declined to comment.
Advertising and promotional plans include extensive sampling and a print advertising campaign which will begin running in weekly magazines later this month and in April issues of fashion, beauty and lifestyle publications.