Elemis Superfood Facial Oil

Elemis has its sights set on the U.S. market — and more specifically, Millennial skin-care shoppers.

The top-selling U.K.-based skin-care brand, which is primarily sold through the spa channel here, is introducing this week its expanded Superfood product range targeted at the wellness-obsessed generation.

The Superfood range consists of four stockkeeping units, including a facial oil that was launched in 2016 and instantly became the brand’s best-selling product for the year. It contains a blend of superfood-based oils, including broccoli seed oil, cucumber oil, daikon radish oil, flax seed oil and macadamia oil.

Three new products include the Superfood facial wash, day cream and night cream — each contains a blend of various superfood oils and extracts as well as a prebiotic, said to balance the microflora on the skin’s surface. The items are priced for a younger consumer, from $25 for the face wash to $55 for the creams and oil, and are substantially less expensive than a typical Elemis antiaging item, which can run from $65 to $135. They also play in to the Millennial obsession with wellness — gut health included.

The Superfood launch is hinged to a larger strategy of turning the U.S. into a key market for the brand, coming three years after private equity firm L Catterton acquired Elemis owner Steiner Leisure. Last year, Elemis moved its global headquarters from London to New York, and business has since doubled on QVC — the brand’s other major distribution channel here outside its own e-commerce site and spas.

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With financial backing from L Catteron, Elemis has grown quickly in the U.K. in just three to five years. NPD tracked Elemis as growing 43 percent year-over year, versus the prestige skin-care category’s 7 percent growth rate. The brand hope to replicate this success in the U.S., and though Elemis declined to talk financials, industry sources estimate it could reach $100 million in retail sales here in the next three years.

“The key to the U.S. is that I had to move here,” said Sean Harrington, chief executive officer and president of Elemis. “The last two and a half years we’ve been focused on getting the infrastructure in place and getting the right people. We’re driving everything from this New York hub a new Indie, start-up approach to Elemis.”

The brand will rollout later this year a sizable marketing campaign — industry sources estimate the company’s investment was in the six-figure range — involving global influencers to promote the Superfood range.