Roloxin has its sights set on lifting skin in an instant.
Manufactured by Demarché Labs, a product-development company founded in 2013, Roloxin Lift is a product that is designed to brighten, smooth and illuminate skin on the spot and is said to last for 12 hours.
“[Roloxin Lift] works in tandem with any product,” said Jonah Shacknai, chief executive officer of Roloxin. “It’s not meant to change your routine, and it’s highly customizable.”
The patented technology, created by Technion, Israel Institute of Technology, resembles a piece of clay and is made up of silica particles. It is designed to be massaged into the face and left on for seven to 10 minutes, until dry. When the product turns into a white powder, it is signaling that the treatment is complete.
Shacknai said that there will be extensions of Roloxin Lift, for different areas of the body, in the future.
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To market the product, Roloxin.com will include video tutorials for consumers, and salespeople will be educated on the product for in-store demos.
Roloxin, priced $110 for 10 treatments or $270 for 30 sachets, was launched at select Cos Bars on July 8 and will roll out to Ron Robinson and select Space NK doors in August.
“For a new brand, Roloxin Lift has sustainability and legs,” said Lily Garfield, founder and president of Cos Bar. “Customers are testing it and buying it — some have already come back to purchase more, since they see results so quickly. We test-marketed it in three stores, and already all of my other stores want it to sell.”
While executives declined comment on projected sales, industry sources estimated that Roloxin Lift would do about $15 million to $20 million at retail in the U.S. during its first year on counter.