MyChelle Dermaceuticals is coming of age under the ownership of San Francisco-based Encore Consumer Capital and is launching a teen skin care line.
This story first appeared in the May 29, 2009 issue of WWD. Subscribe Today.
In the year since Encore Consumer Capital purchased MyChelle for an undisclosed amount, the company has opened a 20,000-square-foot headquarters in Superior, Colo., outside of Boulder. And, it has also installed Rebecca Remley, former national sales director at Alexia Foods, as president, Atali Carr as sales trainer and Kristine Carey as marketing director.
With the new team in place, MyChelle said it has a cohesive platform from which to raise its profile in the natural skin care category. The firm’s sweet spot has been plant-based antiaging products, including bestseller Perfect C Serum, mostly for women 35 to 50 years old who favor natural products but who aren’t willing to shell out for ineffective potions. The brand’s dive into teen skin care, Clear Skin Teen Anthology, which hit shelves in May, is based on a belief that these women will introduce MyChelle to their teenage sons and daughters, who will return to the brand if they see the results that have inspired loyalty in their parents.
The Clear Skin Anthology comprises four products — Clean Skin Cleanser at $9.95 for 2.1 oz. and $17.95 for 4.4 oz.; Clear Skin Clarifying Pads at $9.95 for a 30 count and $17.95 for a 60 count; Clear Skin Spot Treatment at $14.95 for 0.5 oz., and Clear Skin Balancing Cream at $24.95 for 1 oz. Key ingredients are totarol, an antibacterial agent from the Totara tree in New Zealand; willow bark, described by the firm as a naturally occurring salicylic acid for exfoliation, and lemongrass essential oil to normalize oil production in the skin.
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MyChelle is carried in approximately 1,200 doors in the natural retail channel, its home since Myra Michelle Eby combined her names to create the brand in 2000. She remains with the company focusing on research and development, education and technological writing. Remley asserted the brand has no plans to delve into mass market doors and can achieve its growth goals by riding the rising interest in the natural sector alone. And in July, it will have a new Web site to help with that effort. Still, Remley admits the recession has dulled sales of late. She anticipated the brand, which racked up about $8.5 million in annual sales when it was acquired by Encore after years of double-digit growth rates, would probably experience flat sales this year.