A year after the skin-care line Skinfix first entered the U.S. market, it is gearing up to make a splash at Ulta Beauty.
The Nova Scotia-based firm’s Healthy Skin Face Collection is exclusive to Ulta Beauty and due in stores beginning Wednesday. Its aim is to strengthen the skin’s barriers, no matter what the user’s age.
Julie Tomasi, senior vice president of merchandising for Ulta Beauty, said: “The element about creating a healthy skin barrier resonated with all of our merchants, and we believe that it will resonate with customers, too. Also, the price range is extremely affordable — $14.99 to $29.99.”
The line is powered by the proprietary Healthy Skin Lipid Complex, with natural extracts, plant proteins and peptides. Products include Foaming Oil Cleanser, Moisture Boost Serum, Hydrating Lotion, Nourishing Cream and Brightening Eye Cream.
The last of those is a particular favorite of Tomasi’s: “We try everything ourselves before we put it in stores, and I wish I’d had the eye cream a long time ago.”
Skinfix will be merchandised in the mass area of all Ulta Beauty stores, Tomasi said. Education is expected to be a big driver, she noted, with the products displayed on end caps with lots of educational collateral. Ulta Beauty operates more than 860 stores in 48 states in the U.S.
“At Skinfix, we like to shake things up and challenge the status quo,” said Amy Gordinier-Regan, president of Skinfix.
Despite the consumer’s voracious appetite for anything natural, if the products aren’t efficacious, they won’t be purchased, pointed out Francine Krenicki, senior vice president of product development at Skinfix.
“In a lipid analysis clinical study run by the University of Iowa, we’ve proven that the Skinfix Facial Regimen improves the quality and quantity of lipids in the skin barrier by 23.6 percent after four weeks,” she said. “Also, our packaging reflects the latest design and technology from South Korea. Double-walled, airless bottles and jars keep the formulas fresh and hygienic and the bottle design is inspired by South Korean pottery.”
Ulta Beauty will also stock Skinfix’s Healthy Bodycare Regimen, although not on an exclusive basis. The Healthy Bodycare Regimen stockkeeping units range in price from $4.99 to $14.99 and include Daily Lotion, Ultra Rich Hand Cream, Cleansing Oil Wash, Ultra Rich Body Butter and Lip Repair Balm.
In addition to Ulta, the brand is also sold in Target.