By  on November 30, 2007

DALLAS — Luxury treatment line 3Lab Inc. is seeking to grow brand awareness and distribution as it continues to introduce products.

This fall the firm introduced a $250 0.5-oz. Eye Cream that features a patented biosynthetic hormone to stimulate cell renewal, bringing the company's product roster to 20.

"Our greatest challenge is to get our message to the customer," said Spencer Kanis, president.

He declined to discuss sales figures, although industry sources estimated that the eye cream will do $2 million at retail in its first year.

The four-year-old brand is one of the top treatment lines at Barneys New York, said a spokeswoman for the retailer.

Barneys sells it in New York, Chicago, San Francisco, Beverly Hills and Dallas and will put it in stores opening next year in Las Vegas and Syosset, N.Y.

To promote its 20 products, 3Lab gives free facials once a month at the Barneys flagships. The company participated in goodie fests this year at the Academy Awards, the Emmys and the Golden Globes.

"Our consumer facial events are a huge success," Kanis said. "It is a rare exception that...[the consumers] do not purchase one or more of our products."

Although 3Lab had intended to open a store in Manhattan's SoHo this year, that idea was shelved in favor of building retail distribution.

Besides Barneys, the only other domestic store 3Lab sells to is Saks Fifth Avenue's flagship.

International channels have been developing. This month the company started shipping to Selfridges in London, Harvey Nichols in Hong Kong and Lotte Jamsil in South Korea. It will also add 61 German perfumeries in December.

The firm has several new products under way, including Perfect Repair Serum, a vitamin C treatment to be released in April, and six men's products slated for May.

Kanis declined to reveal 3Lab's sales, but claimed the products are selling well.

"Our department store retail partnerships have been a huge success," he said. "We sold out of our newest product, WW Eye Cream, within weeks of the new Barneys San Francisco opening and Barneys New York in Chicago."

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