ROBANDA FOCUSES ON VITAMIN A

Byline: Cassandra Chiacchio

NEW YORK — Taking its cue from the high-paced growth of the skin care category, Robanda International has introduced Advanced Retinol Vitamin A Skincare, a nine-stockkeeping unit collection that originally launched two and a half years ago in South Africa. Today, the line is sold in more than 20 countries, including the United Kingdom, Japan and the U.S., and could generate retail sales of $6 million this year, according to David Leib, president of Robanda, a creator and distributor of health and beauty products based in San Diego. What sets Robanda apart from other skin care lines? “Other lines usually have just one or two Vitamin A products,” Leib said, “this is the first comprehensive line based entirely on Vitamin A.”
According to Leib, Vitamin A, also known as retinyl palminate, has anti-aging effects while it increases the skin’s elasticity, promotes cell renewal and protects the skin from the environment. The Robanda line, which also features such ingredients as aloe vera, chamomile extract and sweet almond oil, offers an array of products, such as a facial cleanser; a cellulite-fighting product; and Pigment Control, a whitening cream that helps to fade skin spots and even out skin tone. Prices in the line range from $15 for the Facial Cleansing Lotion to $35 for a Rejuvenating Serum.
A packaging change has been slated this year to reflect a cleaner, more streamlined look. “We want to keep things sharp for consumers,” Leib explained. And, a travel kit with three mini products will make its debut this summer for $25.
The line is currently available at New York’s Clyde’s on Madison, Sephora, Sephora.com and Robanda.com.
While no advertising is planned, a sampling program is in effect and informational brochures have been printed for use instore. As a promotion on its Web site, a 2-ounce Facial Cleansing Lotion is being given away with every order.