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Perricone MD is showcasing Super by Dr. Nicholas Perricone, a new superfoods-driven skin care brand aimed at young adults, with stores the brand hopes will become integral to the fabric of neighborhood life.
This story first appeared in the August 13, 2010 issue of WWD. Subscribe Today.
Super skin care, which is slated to launch at Sephora in October and ranges from $20 to $50 to target 25- to 35-year-old consumers, is starting with 13 products revolving around molecules culled from superfoods, a term for ingredients with high nutritional value that also have skin benefits. For example, a hand and cuticle cream features probiotics found in yogurt intended to stimulate collagen synthesis for smooth, soft and healthy skin. The superfoods — acai berry, melon, chili pepper, dark chocolate and watercress are among them in addition to yogurt — are paired with a vibrant color in Super’s packaging.
On the retail front, Daniel Giles, senior vice president of marketing for Perricone MD, anticipates opening about 10, 800-square-foot Super stores by the end of 2011. California will be home to the first three, with locations in Berkeley, Malibu and San Francisco by the end of this year.
“With a new concept it is always great to launch in a boutique [form] because that is where you can get a fantastic read on the product and tell the full story of the brand,” said Giles. “In other places, you are isolated to fixturing.”
Super’s retail look was inspired by pop-up shops. Instead of an elaborate store design, Giles gravitated toward the contemporary, thrown-together aesthetic that results from quickly adjusting space to fit a brand’s temporary needs. Exteriors won’t hide the existing architecture, and interiors are modern and clean with white walls, ceilings and displays that contrast with product packaging colors and branding imagery, which includes a large picture of a woman with cream being poured over her face behind the cash wrap.
Giles, who worked with interior designer Janis Bell, said, “I didn’t want to get into an overly fixtured store and an overly designed store. I love the simplicity of it.”
Farmer’s markets inspire the merchandising set-up within the store. Most of the products are displayed on tables described by signs reminiscent of hand-drawn placards. “The whole theme of the store is around food,” explained Giles.
Store employees are aestheticians who wear lab coats with bright T-shirts underneath. With two machines on the retail floor, they provide services called “Quickies,” such as the Coconut Kiss lip treatment, Breakout Star acne treatment and The Big O lifting facial priced at $20 to $50 that take 15 to 20 minutes.
Giles described ideal real estate for Super stores to be neighborhood thoroughfares where locals do everything from dine to drop off their dry cleaning.
Giles wouldn’t discuss Super’s retail revenues, but industry sources estimate the first three California stores could generate about $3.5 million in their first year. Among the cities Perricone MD is considering for upcoming Super stores are New York, London, Miami, San Diego and Chicago. “Because we are doing these small spaces, we can open them quickly, we can merchandise them quickly,” he said.