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SkinCeuticals Sales Hit $3.1 Million in Italy

Less than two years after launching in Italy, SkinCeuticals’ business here has blossomed.

MILAN — Less than two years after launching in Italy, SkinCeuticals’ business here has blossomed.

This story first appeared in the February 23, 2009 issue of WWD.  Subscribe Today.

The L’Oréal-owned skin care brand reached Italian counters in mid-2007, saw its 2008 sales triple to more than 2.4 million euros — or about $3.1 million at current exchange, according to industry sources — and is on pace to double that figure this year.

Massimo Cravedi, general manager of SkinCeuticals Italy, said that after the U.S., Italy ranks as the brand’s second-biggest market.

“It’s really been well received,” said Cravedi. “I think the current crisis is helping us, as these are products that guarantee results and are backed by dermatologists. If consumers spend money on skin care, they want to know what they are buying will work.”

SkinCeuticals is distributed in 220 pharmacies in Italy, some of which are equipped with cabins. The brand has also established three spa collaborations with luxury hotels, including the prestigious Hotel de Russie in Rome, and it is found in five medical spas. In addition to carrying the brand, the hotel and medical spas have developed a series of SkinCeuticals antiaging facial treatments for clients.

SkinCeuticals plans to add up to 20 medical and hotel spas this year, as well as another 80 pharmacies.

Spearheading SkinCeuticals’ strategy in 2009 is the launch of an antioxidant serum called Phloretin CF, due at the end of March.

Priced at 155 euros, or $195.63, Cravedi said the expectations for the product are that “it becomes a new standard in antioxidant treatments, and it will become the most important product in our catalogue, alongside [an item called] C E Ferulic.”