NEW YORK — Mary Kay Cosmetics’ entry in the alpha-hydroxy skin care game has turned out to be the biggest launch in its history.
Skin Revival System, a two-part AHA-based anti-aging regimen, racked up over $40 million at wholesale in the six months after its introduction last September, according to the company.
Through February, over two million sets, which include both parts, had been sold at $40 apiece by the Mary Kay direct sales force of 325,000 people.
“This is well over double what we originally anticipated,” said Curran Dandurand, senior vice president for the global marketing group. “We’re projecting $60 million at wholesale for the first 12 months.”
Dandurand noted that Moisture Balance, a moisturizer, had been the company’s previous landmark launch. It reached $25 million in its first year, a figure Skin Revival has already surpassed.
The Skin Revival items include lactic and salicylic acids, which act as exfoliators, as well as antioxidants and Nayad, a yeast extract that provides an anti-irritant.
The regimen involves two steps: Skin Revival Serum, a gel, delivers an immediate infusion of the AHAs, while Skin Revival Cream, meant to be applied several minutes after the serum, allows continuous delivery of the ingredients while providing moisture to prevent discomfort.
Skin Revival was featured exclusively during its launch period in a special-edition brochure, an unusual move for Mary Kay. It is also featured in the company’s regular product brochures.
In addition, Skin Revival was advertised in Allure, Working Mother, Self, Glamour and New Woman magazines through the fall, as well as in the February issue of New Woman. The campaign will run in the May edition of Glamour and in additional magazines in the future, Dandurand said.
“Our strong point is education of our sales force and our customers,” she said. “We tried not to present this product in complex terms — we boiled it down to the benefits. Most consumers just want to know, ‘What’s in it for me?”‘