NEW YORK — Prescriptives is targeting consumers who want the benefits of doctor-administered dermabrasion —?without the time spent in a dermatologist’s chair.
With Dermapolish, a three-part kit that the brand will begin marketing in April, Prescriptives plans to attract the same Gen-X/Baby Boomer client that spends time on the traditional treatment. "According to the American Society for Aesthetic Plastic Surgery, microdermabrasion was the fourth most-requested cosmetic [dermatology] treatment in 2001, up 50 percent over the year before," noted Karyn Grossman, the bicoastal dermatologist who helped Prescriptives formulate the kit. Grossman began working with the brand late last year.
"According to our testing, the kit provides very similar results to the professional version of the treatment, yet with 50 percent less redness," added Grossman.
Designed to be used once a week, the kit is comprised of three products. The first, Dermapolish Treatment Cream, made of professional-size, grade and concentration microcrystals combined with soy proteins and aloe vera, is designed to diminish the appearance of age spots, fine lines and wrinkles. It is intended to be massaged into the face for 30 seconds to 1 minute and 30 seconds, depending on skin type, noted Grossman. The second, Post Treatment Soothing Mist, soothes the skin with a combination of Brazilian red algae extract, green tea and aloe vera. The third, Lipid Barrier Cream, is designed to rehydrate the skin and is made up of shea butter, soybean protein and antioxidants.
The trio — along with a timer — retails for $125 for an eight-week supply. While it can be used by men and women of "really any age," said Grossman, Prescriptives executives say that those in the 25 to 45 age group are the most likely consumers. Still, "I’d even recommend this to clients in their 60s," said Grossman.
The kit will be available in "very selective distribution," noted Pamela Baxter, president of the specialty group worldwide for The Estée Lauder Cos. Translated, that means that roughly 300 of Prescriptives’ 800 North American doors will stock the kit, at least at first. "This is something that is going to require considerable education on the part of our beauty analysts," Baxter added. "So we’ve decided to start with our highest-volume doors, which have the fullest analyst coverage."While none of the executives would comment on projected first-year sales, industry sources estimated that the kit would do at least $3 million at retail in its first year on-counter. No national advertising is planned —?"We’re planning to spread the message through the media and personal appearances by Dr. Grossman," said Baxter.
That’s not the only news happening at Prescriptives. Debra Clark has been named senior vice president of global marketing for Prescriptives; she already holds the title for La Mer and Kate Spade Beauty.
Clark joined The Estée Lauder Cos. as director of marketing for Prescriptives in 1992, and was promoted to executive director of marketing for Prescriptives in 1995. She was named a vice president of La Mer in 1998, took on responsibilities for Jo Malone in 1999 and for Kate Spade Beauty in 2000.
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