Skyn Iceland, a niche skin-care brand, has been carving out a problem-solving specialty business driven in part by sales of eye gel patches as well as peels and creams. Now the company is continuing in that vein by rolling out two new products — Plumping Lip Gels and an Angelica Line Smoothing Pen.
“We are going to continue to grow the patch category,” observed Sarah Kugelman, founder and chief executive officer. “There will be a lot more coming.” Future launches of the 30 stockkeeping-unit brand will concentrate on the eye category, she noted.
Skyn Iceland has rapidly growing distribution. In the Ulta Beauty chain alone, the brand started with 300 doors in August 2015, and added 300 doors in March. The company entered the Mecca Cosmetics chain in Australia a year ago and it is about to double the number of sku’s to about 15. The brand is also distributed in 200 Marks & Spencer doors in the U.K., in addition to other British distribution. In Moscow, the brand is carried in five Golden Apple perfumery stores.
In the latest development, Kugelman said an online test, conducted with Sephora Canada, has been wrapped up with plans to launch the brand’s eye gels in stores in November.
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Kugelman explained that the company uses its popular eye gel patches to draw traffic. “It’s a driver,” she said. “It is how we get people into the brand.”
Kugelman added that the company expanded the category into forehead and smile line patches the last year. In the spring, two products were launched—Glacial Cleansing Cloths for Eyes and Blemish Dots.
Kugelman declined to break out sales totals, but industry sources estimate that by the end of this year, total turnover can be just short of $10 million in retail sales.
Of the launches, the Plumping Lip Gels were designed to tackle three problems — a loss of firmness, lines and wrinkles around the mouth and a drop in moisture level.
The lip gel patches are applied to the skin and left there for 10 minutes. In terms of price points, a package of five applications is priced $35 and will be distributed in 600 Ulta doors. Another two-application size, being retailed for $15, is being carried in the full Ulta distribution of 875 doors.
The Angelica Line Smoother Pen, which is being carried in 600 Ulta doors, features a popular formula combined with a pen applicator. The pen tip was designed for spot-targeting to smooth the appearance of tension lines in the face. The formula was created to minimize the tendency of muscles to contract and create frown lines. A preventative antioxidant aspect is included, and the company calculates that the product can be effective for eight hours.
Billed as an alternative to injection therapy, the pen is priced $25.
As for the future, Kugelman sees specialization as the road ahead. “If you are a small brand,” she said, “you have to be individualized in what you are doing.”