Most Recent Articles In Retailing
Latest Retailing Articles
- Kiko Milano Unveils New Store Concept
- HSN’s Beauty Customer Wants Doctors, Celebrity Fragrance
- Bobbi Brown Opens Beverly Hills Flagship
More Articles By
After having used her two Colorado medical spas as a testing ground for her product line the past eight years, Pamela Hill is going national — and then global.
This story first appeared in the November 30, 2007 issue of WWD. Subscribe Today.
The president and chief executive officer of Pamela Hill Skin Care runs Facial Aesthetics, a medical spa with branches in Denver and Highlands Ranch, Colo., as well as the Pamela Hill Institute, a training facility.
“We have had the luxury of developing the line in our spa and having our customers help us with feedback,” said Hill. “It was our own little lab to develop the collection before launching it out into the public.”
Now confident that the range, which consists of 25 stockkeeping units, is ready, Hill is poised to ship to some 50 points of sale around the country, mostly day and destination spas. Her key selling point: The collection is intended for people who have just had some kind of treatment — anything from microdermabrasion to Fraxel laser treatment — and who are seeking something gentle and easy to use that will help their skin heal quickly.
“Our goal was to find a niche in spas and salons for a line that was medically rooted without being too aggressive,” said Hill. “We discovered that everything was either salon-based or physician-based, but that there was nothing much out there between those two categories.”
The collection is based on peptide technology and contains vitamin C and antioxidants.
“Peptides are among the most cutting-edge technologies available right now, really allowing the skin to regenerate and heal and improve texture and tone without irritation,” she said, adding that the more popular products include an Enzyme Exfoliation Mask with Papaya Enzymes and the Daily Moisturizer with Green Tea.
“Those two in particular have very good consumer appeal and are selling especially well,” said Hill.
Buoyed by the enthusiastic response to the rollout, she has completely repackaged the line; the new look will be introduced next year.
“It’s simpler and cleaner,” she said of the pale colors on the packaging, punched up by apple green and teal blue. “Before, it was in dull green with lots of busy wording on the front. Now, we just want it to be an easy product for the consumer to use.”
She is also planning to launch a few new products, including a brightening serum, a massage cream and a peptide-rich face and eye serum.
“The brightening serum is intended for customers who want that effect without the use of hydroquinone,” she said of the item, which is close to being ready for distribution. The massage cream will be part of the brand’s back bar repertoire, while the facial and eye serums are a few months away from being launched.
“We’re always looking for interesting things to develop, but don’t want to just create something to put in the line for the sake of [adding to it]. It has to have a real reason for existing.”
Also on the horizon is a body treatment collection, which Hill said was in response to requests from plastic surgeons for products that can be used after liposuction and breast surgery.
“We can direct the products toward those individuals who have had work done, as well as those who are a little reluctant to have any work at all,” she said. “But because the products are results-oriented, they are going to provide the best results for people who have had peels and microdermabrasions and can help to maintain those results much longer.”
Prices are in the range of $22.50 for the enzyme mask and green tea moisturizer to $50 for the new peptide eye serum, although there are also products that retail for well under $20.
She anticipates the collection being sold to between 250 and 300 doors by the end of 2008, and is also negotiating with distributors in the Far East and the Middle East. She is planning to focus on the spa end of the business for now, saying she would specifically develop a retail line if the collection was in the future intended for a department store environment.