Skinfix is bringing its simple, treatment-based skin-care philosophy to the masses.
The Canada-based skin-care brand on Sept. 30 is launching in 6,000 CVS doors. Since entering the U.S. in 2014 exclusively at Target, Skinfix has also expanded to Ulta and in the U.K. with Boots, but the brand is considering its opportunity to reach the everyday customer through CVS its most ambitious move in the U.S. market to date in terms of doors, number of stockkeeping units and areas of the store.
“This is the biggest launch in Skinfix history,” said Amy Ries, chief marketing and sales officer for Skinfix.
CVS will stock an assortment of 22 sku’s, including five products exclusive to the retailer. Skinfix’s total product lineup is 32 stockkeeping units — the CVS assortment has been drawn from its eczema, healthy skin for face and body, baby and first aid lines. The range will be split up and spread throughout the store according to category — hand and body lotion in the hand and body lotion aisle, travel-size items in the “beauty on the go” section by the cash register and lip balms placed on the “moisture zone” rack for lip products. In some 750 doors, the most significant positioning will be on an endcap highlighting dermatologist-recommended skin-care brands, featuring educational displays about caring for skin. “[Customers] will see our clinical studies, more information about product ingredients and see a callout about what the line stands for,” Ries said.
Skinfix was born as a problem-solution line designed to treat skin irritations and conditions like rashes, burns and eczema with a natural waterless healing balm originally developed by an English compound chemist in the 1870s. The balm was brought to Canada by the chemist’s family, who started the Skinfix company and began selling it as a consumer product.
Chief executive officer Amy Gordinier-Regan bought the company in 2013 and relaunched it in Canada with an assortment of products to treat eczema. The brand also carries simple facial cleansing and treatment products, and at CVS will launch Renewing Cream, its first product designed to treat keratosis pilaris — “chicken skin.” Also launching at CVS is the Hand Repair Cream, 12-Hour Miracle Ointment, and Lemon Mint and Vanilla Mint Lip Repair Balms. Skinfix products — simple, effective items to treat sensitive skin — are priced from $5 to $30.
CVS has been increasing its focus on naturals and wellness, and Ries is expectant that the drugstore customer is ready to explore that space. “Now that CVS is focusing on the convergence of health and beauty, they get us as a company,” Ries said. “It’s been really critical to find partners who understand what a small, unique dermatologist-recommended, clinically proven brand that uses as naturals as a driver means for the marketplace.”
Ries said the focus going into 2017 will be on continuing to expand within CVS, including launching 10 more existing Skinfix products at the retailer.