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According to Rodial’s founder, Maria Hatzistefanis, the brand’s newest skin-care launches, which feature a unique bee-venom based ingredient, are going to generate a major buzz. “I was really excited to share that this ingredient exists and that we can use it in skin care,” said Hatzistefanis, adding that the new range, called Bee Venom, are the most potent antiagers in the Rodial collection to date. “At the same time we wanted to come up with a ‘golden range’ for Rodial with the latest in antiaging tech.”
The lineup, which consists of a Super Serum for $200, a moisturizer for $190 and an eye cream for $140, features plant stem cells, said to improve skin tone and elasticity. The bee venom is said to increase blood circulation and plump skin, helping to lessen lines and wrinkles. The range also includes antiaging ingredients like bio marine collagen and hyaluronic acid. “The combination of ingredients helps the skin to behave younger and create its own new and fresh and healthy skin cells,” said Hatzistefanis. “We definitely have a consumer base that wants results and wants products that they can see the effects on their skin immediately, as well as long term.”
Other new Rodial products launching this month include a coconut-scented hybrid lip balm and lipstick — an extension of the brand’s foray into treatment cosmetics — called Glamstick, $24. Housed in a translucent rectangular tube, the product is designed to offer “easy to wear” shades and a lip-healing formula. “Rather than another lip balm from a jar, we wanted packaging a bit more fun, luxurious,” said Hatzistefanis. “We went for a glass-looking thick acrylic that has a very modern vibe about it. It took a while to come up with the nourishing and healing formula” (which contains vitamin E and cocoa butter).
Rodial’s third offering launching this month, Glamolash, $48, is a lash-lengthening serum, which features protein, vitamin B5 and a peptide complex. The Rodial Bee Venom range is available at Nordstrom and SpaceNK, while Planet Beauty has the exclusive on the Rodial Glamsticks and Glamolash.
Nip+Fab, another of Hatzistefanis’s beauty businesses, is also in growth mode. The range, which launched in Target stores in November 2011 and entered Ulta a year later, is meant to offer unique products at a more accessible price point. “Instead of using five key ingredients, we pick one that does the job,” said Hatzistefanis about the brand. “Packaging is a bit more basic but fun.”
New products include the Viper Venom Wrinkle Fix, a “skin refining serum” priced at $19.99, set to enter selected Ulta doors in April. The item, which features neuropeptides with “Botoxlike effects” and a “wrinkle blur technology” is said to tighten skin upon contact. Launching with the serum will be the Viper Venom Eye Fix, $14.99, housed in a roll-on applicator. The brand has also this month introduced its first Glycolic Fix Exfoliating Pads, $12.95, said to improve tone and texture with glycolic and hyaluronic acid as well as blue daisy to soothe skin. “I haven’t seen any other mass brand introduce glycolic exfoliating pads,” said Hatzistefanis. “With any great [beauty] trend, we want to be the first to have it. This is a range that is always about innovation. It’s always about what’s next.”
Launching this month into Ulta stores is the brand’s first CC cream, $14.95, designed to provide medium coverage and protect skin with SPF 30. Ingredients include a sunflower extract said to moisturize, oat extract for a smoothing effect and light-diffusing pigments to illuminate skin. A CC cream specifically for the eye area called CC Eye Fix, $9.95, will also roll out in conjunction with the face product. A new line of body butters has also just rolled out to Target doors, each designed to treat skin with conditioning agents. The range currently includes a Mango and Coconut Latte scent, each $8.49.
Although the brand would not talk numbers, industry sources estimate all new Rodial and Nip+Fab products could generate $8 million in their first year at retail.