“It’s not a moisturizer with a sun protector,” Ratner is quick to note. “Everyone has come out with that.” And besides, Ratner adds, “There are some days you need more of one or the other, so it’s difficult to combine the two and get the right combination.”
Instead, Shield Me is designed to be a quick-dry daily sun protector, applied after a moisturizer, such as Noode’s Make Me Soft moisturizer. Shield Me has a sun protection factor of 12, a perfect level, Ratner believes, to appeal to his target customer.
“This isn’t made for a lifeguard or for a day at the beach,” he said. “It’s for the typical person who is only outside in the sun for one to two hours a day.”
Shield Me is available in a 1.7 oz container and is fragrance and PABA free. It retails for $14.50 and will be available in March.
Since the launch of Noode last April in several Bloomingdale’s stores, the skin care line has gained entry into Nordstrom and has become the exclusive skin care line in Fred Segal Essentials’ teen section. Noode is expanding internationally, too. Next month, Noode will enter all 54 United Kingdom House of Fraser department stores. Manhattan’s Henri Bendel, Dallas’s Stanley Korshak, and Santa Fe’s Indulge also stock Noode. Ratner expects Noode to generate nearly $1.7 million its first year on shelves.
Ratner has also been keeping busy as a member of the Adelphi University Advisory Council, his alma mater. He sits beside other notable Adelphi graduates who have succeeded in business, such as Brian McAuley, founder of Nextel and Bob Kavner, former ceo of AT&T.