LOS ANGELES — The antiaging products market is not only growing, for Jan Marini Skin Research it is spreading as well — to hair.
Age Intervention Hair Rejuvenation, coming early next year, is designed to tackle hair problems — such as thinning, texture changes, breakage and loss — that occur as women enter their 30s and beyond.
“When you think hair, you think, ‘Oh God, it has been done,'” said Marini, the San Jose, Calif.-based firm’s founder, owner and chief executive officer. “It has been done in terms of reconstructive products, but this is a whole new area, having a doctor carry a hair product that is a rejuvenation product.”
Jan Marini Skin Research sells its products domestically to between 8,000 and 10,000 physicians’ offices, medical spas and other professional skin care outlets. The retail price for Age Intervention Hair Rejuvenation, which will be available in a 4-oz. size, is still being determined.
Marini noted that hair remains a dead giveaway of age in an era when women regularly have their facial skin smoothed by both invasive and noninvasive methods. Apart from costly and predominantly male-oriented restoration procedures, she said aging female hair is seldom addressed effectively because corrective technology is rare to nonexistent.
“In some areas, I have invented new molecules,” said Marini, who is filing for patents. The ingredients are a tightly held secret, but she did acknowledge they are similar to ones used in Age Intervention Eyelash, a $160 product released last year to make lashes fuller and longer.
Good luck finding Marini’s eyelash product — her first leap outside of the skin care realm since starting her company in 1994 after helping found M.D. Forte and M.D. Formulations, now owned, respectively, by Allergan and Bare Escentuals — on shelves. The product is currently on back order, and Marini admitted the popularity caught her off guard.
Sarah Alberg, vice president of Newport Beach, Calif.-based Millennium Medical Spa, said Marini is smart to build on the success of the eyelash product, which she called “the best product” Marini has produced. “You see the results pretty quickly. It just lengthens the lashes,” said Alberg. “In fact, one rep who was using it said her lashes were so long they were hitting her sunglasses.”
This story first appeared in the December 29, 2006 issue of WWD. Subscribe Today.
Marini is convinced the hair product will experience even heftier demand and have greater staying power, although she declined to discuss sales. “Right now, eyelashes are an incredible fashion item, but then it will be lips or something else,” she said. “Hair on your head will never have ups and downs.”
Marini concentrates on two to four launches a year. This month, she released Age Intervention Eye Cream made with a peptide retinol blend that costs $60 for a 0.5-oz. jar.
A former model and television commercial actress, 54-year-old Marini prides herself on wrinkle-free skin she boasts is the result of her formulas. But she is quick to tell women that her products are not the only good ones on the market: She lauded Avon and Neutrogena for giving consumers a lot for their products’ value. Age Intervention Hair Rejuvenation can be a complement to a person’s normal hair care routine.
With no end in sight to the desire for antiaging products, Marini contends there is a consumer willing to buy almost any cosmeceutical at almost any price. This year, she said her company has seen sales jumps of around 110 percent in some months over last year. The Silicon Valley/San Jose Business Journal estimated Jan Marini Skin Research brought in $17.5 million in revenues the year ended Dec. 31, 2005, making it the ninth-largest woman-owned business in the region.
“You have barely begun to see the tip of this marketplace,” said Marini. “People are insatiable.”