Hand model Ellen Sirot is entering the beauty industry with the introduction of — what else? — a skin care line tailored exclusively for the hands.
This story first appeared in the March 27, 2009 issue of WWD. Subscribe Today.
The four-piece assortment, called Ellen Sirot Hand Perfection, aims to slow the signs of aging of the hands with a treatment-oriented combination of moisturizers and omega-3 fatty acids, which is said to help the skin’s barrier function.
“It takes everything I have learned in my 20 years of maintaining my hands, and gives [one] a systematic approach to antiaging hand care,” said Sirot, who, during an interview — where she wore a pair of satin gloves — carefully unveiled her hands.
Hand Perfection’s fragrance-free and paraben-free formulations include a Moisturizing Cleanser, $30, Night Solution, $75, and a Nail and Cuticle Treatment, $22 — and are all formulated to protect hands from environmental factors, brighten skin tone and improve overall texture. There’s also a Complete Day Cream, which will be offered in a 50-ml. tube and 100-ml. bottle, priced at $30 and $50, respectively.
While all products in the assortment center around omega-3 fatty acids, the Complete Day Cream also contains arbutin and vitamin C to help fade hyper-pigmentation, and the Night Solution combines sea algae extract, humectants (meant to help the skin’s barrier function) and licorice root, which is designed to speed cell turnover.
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“Hand care has lagged far behind the facial skin care category in terms of breakthroughs that address premature skin aging,” said Sirot. “Hand care is no longer a luxury, but a necessity.”
Sirot, who is in her mid-40s, came to New York as a modern dancer and said the inspiration for the line was rooted in the desire to protect her own hands and to stay competitive in hand modeling. At a time when there were few, if any, products that addressed the aging of the hands, according to Sirot, she turned her own kitchen into a lab to fill what she saw as a void in the marketplace.
“I had to become my own chemist, mixing basic things — like olive oil, vitamin E oil and butter — with antiaging ingredients until I found the right [mix],” she said.
Hand Perfection will make its debut next month at Handperfection.com. Additionally, there are plans to launch the line on a to-be-determined TV shopping channel. An eventual rollout to specialty stores is also part of Sirot’s strategy.
Industry sources expect Hand Perfection to generate first-year retail sales of about $1 million.