NEW YORK — In this day of vendor consolidation, at least one fledgling beauty company is finding it can not only survive, but thrive. Delicious Brands is doing so by bringing cutting-edge trends to mass market rapidly. The most recent example: plant-based beauty.
The Dallas-based firm is introducing Eclos “Super Apple” Skincare for younger looking skin. Calling acai berry “last season,” company chief executive officer and founder Colleen Rothschild is touting the benefits of plant cells, specifically Uttwiler Spatlauber, a “super apple.” It is said to have a self-renewal power that can rejuvenate aging, sagging skin.
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“I came across an ingredient from Switzerland 18 months ago,” recalled Rothschild. “I started researching it and found there were only prestige companies using it and they were hundreds of dollars.”
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Her mass answer is Eclos which, in addition to plant stem cell technology, blends ingredients inside PhytoPlex 24, a complex of age-fighting botanicals that work in synergy with plan stem cells.
Rothschild predicted a barrage of plant-based mass lines (Lumene currently has one stockkeeping unit limited to CVS distribution), but said hers is the first full regimen. The items include a Restorative Eye Cream for $24.99, Moisture Therapy Regenerative Cream for $24.99, Cellular Activator Face Scrub for $24.99, Facial Cleanser for $14.99, a mask for $12.99 and a scrub for $12.99. “Eclos, which means ‘to bloom’ in French, has the same clinicals as the department store products which retail for hundreds of dollars,” noted Rothschild. In comparison, ReVive’s Peau Magnifique retails for $1,482, she pointed out. The collection is already available at Ulta and Rite Aid.
“We are always looking for something new to stay ahead of the curve,” said Rothschild, who said there will be line extensions to the brand. In addition to positioning in natural skin care sets, she said there is interest from natural food retailers. “We are small so we can move quickly. We don’t have layers of management and can bring products to market fast.”
Like many firms selling skin care at mass, Rothschild is relying on social media to help spread the word and educate consumers about the ingredients. There is a Facebook page, and Twitter will be used. “We can’t do a $50 million creative budget, but we can get women speaking to other women about the product. We are doing guerilla marketing,” she said.
She expects the early users for Eclos will be maturing women who are in-the-know about plant products, but said she believes word of mouth will lure shoppers of all ages. In clinical testing, she said, results showed 100 percent of women saw an improvement in skin texture and wrinkle appearance within two weeks. The line is also formulated without parabens, sulfates, synthetic fragrances, synthetic dyes or petrochemicals.
The company has grown via niche launches in expanding categories. For example, with the firm’s collection called Skin Below the Chin, Delicious Brands brought facial skin care formulas to the entire body. “I saw what was happening in specialty bath, a category that was once so important for mass retailers, and saw opportunities to launch new products shoppers are wanting and are looking for at mass.” Other Delicious Brands include C. Booth, C. Booth Derma, C. Booth Bath and Body and Habitat Naturals.
“Is the mass market ready for this?” she said. “I think now more than ever. Drugstores have proven they can sell skin care and this is the next step.”