ZO Skin Health is filling out its antiaging offering with a new product — Ossential Instant Pore Refiner.
“Most individuals aren’t aware that enlarged pores are part of the aging process. As you get older, your skin loses elasticity and the pores tend to appear larger,” said Renee Romero, marketing director for ZO. “What you’ll see in the market when it comes to pore-refining products [is something that] blurs imperfections, there are a lot of silicone-based primers.”
ZO’s $60 product, which will be launched globally after Labor Day, contains Rosa Canina Fruit Extract, Salicyloyl Phytosphingosine, Zo-RRS and time-release antioxidant complex Zox, that combined aim to reduce the appearance of pore size, control oil and breakouts and prevent premature aging.
The Ossential Instant Pore Refiner is meant to be part of the company’s overall antiaging lineup, which includes bestsellers Ossential Daily Power Defense, $150, and Ossential Growth Factor Serum Plus, $148. Ossential Instant Pore Refiner will be sold through ZO’s 7,000 points of doctor-office distribution, as well as online through its web site.
Industry sources estimated that the product could do $10 million in sales in its first year, and that ZO — growing about 50 percent a year — is on track to rake in $100 million in sales for 2017. The business is still owned by founding dermatologist Zein Obagi, who started the company in 2006 and reinvented it in 2012 with a push into the physician channel, according to chief executive officer Mark Williams, who noted the business is not looking for outside investment.
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“We really focus on growing our relationships with current physician accounts,” Williams said. Of the company’s roughly 7,000 physician accounts, about 1,600 are in the U.S. ZO is distributed in more than 105 countries, Williams said.
“The physician channel is not as large as what some people believe,” Williams said. “It’s fairly narrow when you think about the context of the context of the overall skin-care market.”
Going forward, the business is looking at how it can combine its products with the services offered at the doctor’s offices — like microneedling or facials — according to Romero. In addition to antiaging, ZO makes products that target skin concerns like acne and pigmentation.
It’s also continuing expansion into new geographies, according to Williams.
“We expect to introduce products into China in 2018,” he said. “We will be growing through physician account opportunities in China….We’ve spent a lot of time ensuring we move into that market the right way….Some of the other companies in our segment have struggled trying to maintain the physician relationship….That’s going to be a huge focus for us in China.”