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NEW YORK — With Barneys New York as its backdrop next week, Somme Institute will introduce new treatment services as it also finalizes preparations to expand its distribution base.
The Somme line of five treatment products is now carried in about 25 specialty store doors, including five Barneys locations. But Somme is building a sales force that will begin expanding distribution next month — and Somme executives are aiming to reach 100 doors, mainly spas, by this time next year.
But it’s first things first for Somme’s founder Simon Erani and its vice president of sales and marketing Michele Mas. On Tuesday, at Barneys’ Madison Avenue store, Somme will demonstrate its latest technology: a digital imaging system that uses ultraviolet light to reveal the subcutaneous environment three millimeters below the surface of the skin. The apparatus is used to track customers who use Somme’s cosmeceutical regimen.
Starting March 4, customers will be able to receive a Somme “vitamin infusion” treatment at the store for $50 or a combination of the treatment and the tracking for $150. Appointments will take place every other Tuesday in a room adjacent to the apothecary section at Barneys.
At the foundation of Somme’s new strategies is its product assortment, which is based on the ingredient MDT 5, an acronym for Molecular Dispersion Technology. The compound consists of vitamins linked to plant proteins, a bond said to encourage absorption of the compound into the skin to address sun damage, acne and discoloration. Somme’s line includes Nourishing Cleanser; Transport, an exfoliator; Serum, which is designed to boost collagen and elasticity; A-Bomb, an antiaging product, and Double Defense, a sunblock. The assortment ranges in price from $32 to $68.
Expansion of the line could garner wholesale sales of more than $1 million during the first year, according to industry estimates. Plans also call for the launch later this year of a Somme eye cream.
This story first appeared in the February 21, 2003 issue of WWD. Subscribe Today.