Dermatologist Fredric Brandt is taking the next step in the microdermabrasion game by introducing an exfoliator for the body.
This story first appeared in the August 15, 2008 issue of WWD. Subscribe Today.
In 2001, he launched Dr. Brandt Microdermabrasion, which was designed for the face. The item climbed into the top three of his product rankings. Emboldened by that success, he is about to launch Dr. Brandt Microdermabrasion Body.
“Customers were coming to us and asking for a product similar to the exfoliating cream that they could use for their body to address everything from acne to patches of dryness,” said Brandt.
To differentiate the item from other microdermabrasion products on the market, Brandt said he used pharmaceutical-grade crystals from the same company that manufactures it for his in-office treatments.
Launching this month, Dr. Brandt Microdermabrasion Body is designed to help regenerate skin cells, thereby improving the skin’s radiance and softness. The formula contains aluminum oxide crystals, which is said to help exfoliate and improve the skin’s texture. In addition, lactic and glycolic acid were added to stimulate collagen production and get rid of dead skin cells, according to Brandt. Other ingredients used to help soothe, calm and protect the skin includes eucalyptus, lavender, geranium, grape seed extract, lecithin and green and white tea.
Set to be launched at Sephora, Henri Bendel and Nordstrom, the new body product will retail for $45 for a 3.3-oz. jar. In comparison, the face exfoliator is priced $75 for a 1.7-oz. jar. The cream will also be available online at sephora.com and drbrandtskincare.com.
Industry sources estimate that Microdermabrasion Body will generate about $1 million in first-year retail sales.
According to Melinda Wells-DeRocher, chief executive officer of Dr. Brandt skin care, the company is continuing to explore opportunities to grow its distribution in North America, Europe and Asia. The seven-year-old line has 40 products that are sold in 33 countries, and recently was launched in Romania and Dubai. The company is also looking to expand further into China and Southeast Asia.
“We are planning for a big year ahead,” said Wells-DeRocher.