Cane + Austin is gaining traction with a multichannel approach for its physician-backed skin care line.
Next month, Cane + Austin will bow in-store and online at Bergdorf Goodman, as one of the only brands created by a practicing dermatologist professional in the retailer’s lineup. Birchbox will include the assortment online and in-store, and it will also be available at Violet Grey. That comes on the heels of the brand’s major expansion in Sephora and Space NK.
Sixty-three Sephora doors currently have endcaps with an expanded Cane + Austin assortment and 315 of its stores feature a Sephora exclusive – the Miracle Pad + (the range’s strongest anti-aging treatment). Additionally, Craig Austin, the dermatologist who developed the line, said he has his sights set on the luxury hotel spa business in 2016.
Austin unveiled a retail line in 2011 as a way to offer his patients glycolic acid-based antiaging (derived from pure sugar cane) skin care to use at home. “I saw a need for products that were more with the times and provided easy, one-step solutions,” Austin explained. One of his main focuses is to treat acne, which, he said, is not only experienced by teens but mature women, as well. The items have also been singled out for solving issues with pigmentation.
You May Also Like
While he’s not the first dermatologist to enter the retail business, one beauty merchant familiar with the line said it is more retail friendly and innovative than competitors. She cited the body pads and packettes for travel, as examples, along with the contemporary green packaging.
The best sellers from the 10 stock keeping units, according to Austin, include Glycolic peel pads called Miracle + (a 30 percent glycolic item), Miracle (Miracle 20 percent), Retexturizing (10 percent) and the Body Pads.
In the pipeline for 2016 are a Glycolic Eye Cream, a Sheer tinted SPF 50 and a stronger acne product.