Fledgling skin care brand First Aid Beauty, which initially launched at sephora.com in October — then rolled out to 125 of the retailer’s stores in early January — is eyeing growth this year via new products and expanded distribution.
For starters, the Newton, Mass.-based brand is scheduled to appear on QVC today at 10 a.m., then again at 4 p.m. Also beginning this month, First Aid Beauty will launch Daily Face Cream (2 oz. for $18), the first of four new products planned for this year.
“We have expectations of expanding to all [Sephora] stores by fall,” said Lilli Gordon, founder and chief executive officer of what she likes to call “FAB.”
The initiatives could yield annual retail sales of $3.5 million for the brand this year, according to industry sources.
First Aid Beauty got off to a quick start on sephora.com. For the fourth quarter of last year, sources estimate the brand’s original six items rang up $125,000 in sales on the Web site. Ultra Repair Cream (6 oz. for $28), which contains colloidal oatmeal to combat eczema, emerged as the line’s best-selling product.
The line also includes the 5-oz. Face Cleanser for $18, a 1 percent hydrocortisone treatment called Healing Stick (0.5 oz. for $14) and Detox Eye Roller, a 0.34-oz. treatment that contains caffeine, hyaluronate and peptides to fight puffiness and dark circles ($24). There’s also Blemish Eraser (0.5 oz. for $16), which uses benzoyl peroxide, and Anti-Redness Serum (1.7 oz. for $34).
Aside from the Daily Face Cream, new products this year include an SPF 30 face cream, a 1.7-oz. item for $38 that’s due in May or June and a body moisturizer (8 oz. for $18) and body wash (8 oz. for $14), both of which are slated to be launched in September.
Gordon, who first had the idea for the line in February 2008, said it took about a year to develop the products, whose packaging was designed by Deborah Adler.
“I’d spent a lot of time looking at the market, [and retailers] were losing the opportunity [to market to] people with sensitive and problem skin,” she contended.
Gordon said she would like to expand distribution of the brand internationally in 2011 and named the U.K., Germany, Canada and Australia as possible target markets.
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