NAILING DOWN A QUICK MANICURE
Byline: Rusty Williamson
DALLAS — Having too much time on her hands has never been a problem for Rosie Herman.
And the time crunch intensified for the Houston manicurist when she had twins a couple of years ago — so she formulated a botanical hand and cuticle therapy lotion called One Minute Manicure that aims to soften and smooth hands in 60 seconds.
The product launched last year in beauty-supply stores and was an instant hit, with some retailers ringing up $1,000 a day in sales. Her first account was a hair salon near her home that initially ordered 50 jars and promptly sold out.
Herman has planned for $20 million in wholesale volume this year, up from $1 million in 2000.
The growth is expected in part from a new dual marketing push that will add upscale women’s specialty stores to the retail mix. Herman now has more than 1,000 total accounts internationally, including Spain, Puerto Rico, the Virgin Islands and the U.K. U.S. accounts now include Tootsies, Houston; Stanley Korshak, Dallas; and B. Barnett, Little Rock, Ark. “The initial orders are good, but the reorders are amazing,” added Herman, whose husband, Neal Herman, is her business partner in Mykytyn Enterprises, Inc., parent of One Minute Manicure.
One Minute Manicure works by exfoliating dead skin and then quickly moisturizing the new skin with rich herbal oils. Massaging the lotion into the hands for 60 seconds is followed by a quick rinse of water. “I had the idea for One Minute Manicure and studied aromatherapy to guide me with the chemistry,” said Herman. “It took about a year to get the formulation right. It’s all natural and includes Dead Sea salts, jojoba and avocado.”
Retail prices are $9.95 for a 2-ounce travel size, $29.95 for a 13-ounce bottle and $48 for a 30-ounce jar.
To differentiate the look of the line for the gift and apparel stores, next month Herman is launching new packaging that’s a tad more luxurious. There will also be new items, including gift packages that contain multiple products.
The new line extensions are Essential Repair Oil, a half-ounce for $14.95, and a hand cream that’s still being priced.
Kim Ferguson, who distributes One Minute Manicure to gift and apparel stores through her company here called Kilee Distributing, said specialty stores are using the product as a destination item. “One Minute Manicure is generating a strong word-of-mouth business,” said Ferguson. “Friends tell friends. And the results are visible in 60 seconds, so the store sale is usually immediate.”
Herman is contemplating a marketing and advertising campaign that would break later this year, but is still finalizing details.