A Southern New Jersey-based plastic surgeon is hoping to appeal to those looking for an alternative to, well, plastic surgery.
This story first appeared in the January 18, 2008 issue of WWD. Subscribe Today.
David Watts, who has developed an eight-item product line called Complexions by Dr. Watts said consumers looking to “prevent or prolong the need for plastic surgery” helped spur the creation of the line.
The products are based on nanotechnology that Watts is using under license. While Watts wouldn’t name the company that supplies the technology, he said that the same technology was licensed to Johnson & Johnson on an exclusive basis for use in vaccines.
The technology, as it is used in skin care, is said to aid in penetration of topically applied ingredients. Watts claims that ingredients in his products achieve an 85 to 100 percent penetration rate. Additionally, formulations employ novasomes, an encapsulation technology, to release ingredients over a 24-hour period.
Watts, who operates a Vineland, N.J.-based practice with five offices in New Jersey, Pennsylvania and Delaware, also runs a televised, call-in talk show said to reach three million homes on local cable. He noted that feedback on the weekly show indicated many people are interested in delaying the aging “clock” but were looking for alternatives to going under the knife.
Complexions by Dr. Watts, which rang up sales of about $317,000 in less than 45 minutes on HSN during a Dec. 28 launch, according to industry sources, comprises Age Defying Facial Beauty Treatment and Renewing Eye Beauty Treatment, both 0.5 oz. The rest of the line includes three 0.5-oz. clarifying products designed to even skin tone and three 1-oz. cocoa and shea butter-infused moisturizers. The clarifiers and moisturizers are intended for light complexions (Group 1), moderate complexions (Group 2) and dark complexions (Group 3).
Because his patients were most concerned with immediate effects, he said, Watts designed the products to have both immediate benefits and effects that appear over time. Immediate benefits are purported to include improving the appearance of fine lines and wrinkles, firming and tightening around the chin and addressing crow’s-feet around the eyes. Longer term effects are said to include healing or improving collagen and elastin fibers in the skin.
In addition to HSN and HSN.com, where products range in price from $39.95 to $59.95, the line is carried at complexionsbydrwatts.com, where each item is priced at $59. Watts noted his products are slated to appear again on HSN during five 30-minute shows next Thursday, Friday and Saturday.
Complexions by Dr. Watts could garner $1 million in first-year retail sales volume, according to market estimates.