Well-known West Coast facialist Sonya Dakar, who counts Gwyneth Paltrow amongst her celebrity clientele, will soon dispense her skin-care prowess for a fraction of the cost of her pricy spa services.
Dakar’s new product line, Sonya Dakar Beauty Bootcamp, will launch this weekend on home-shopping network Evine Live. Beauty Bootcamp is modeled after Dakar’s treatment program that she sells to clients — at prices ranging in the thousands of dollars — through her Sonya Dakar Skin Clinic in Beverly Hills.
The line is comprised of thirteen stockkeeping units — ranging from $51 for an antiaging, hydrating mask to $175 for a de-puffing eye treatment — that will be available for sale individually online at evine.com/sonyadakar. For her television appearance, Dakar will sell her Beauty Bootcamp products in curated kits of 3 to 4 products targeted at specific skin-care concerns. For instance, the Glowing Skin Set, which retails for $85, is comprised of a cleansing oil, lactic acid peel and Omega Oil, which is Dakar’s hero product from her clinical line of products. The kits will be available online as well.
Dakar has been selling her own clinical line for several years, but saw an opportunity to market her brand towards a wider audience if she had something to offer at a lower price point. Though the individual Beauty Bootcamp items sell for similar amounts as the items in Dakar’s clinical line — for instance, the Flash Facial product retails for $95 in each line — the kits retail from $77 to $99.
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With the Beauty Bootcamp line, “I can be reachable to every woman and not [exclusive] to wealthy people — this has never really satisfied me,” said Dakar. “[The line] is so affordable and friendly, but still has the integrity of the formulation and the results [of the clinical] line.”
Dakar noted that she was able to set the kit prices at under $100 because with Evine backing, she could order ingredients in much larger quantities than the orders she places for her spa line. She did not switch suppliers, manufacturers, or packaging companies for the new line.
“Our margin is much less, but we’ll make it up in the quantity we sell,” said Mimi Dakar Berry, creative director at Sonya Dakar Skin Care and Dakar’s daughter.
Evine executives felt Dakar’s personality would be a fit for live-selling on television, noting that she believes the line will eventually become one of Evine’s core beauty businesses.
“We’re looking for those true indie-[type] of brands that bring in amazing performance antiaging to the customer,” said Teresa Harris, the vice president of merchandising, beauty at Evine Live Inc. “[And] her passion for skin care was over the top. We’re looking for those great storytellers.”
Harris said that after Dakar’s seven-hour launch, she will appear on Evine Live every 60 days thereafter, but products will continue to be for sale on the brand’s web site when Dakar is not on air.
Industry sources estimate Sonya Dakar Beauty Bootcamp will do 3 to 4 million dollars in retail sales in its first year on the market.