NEW YORK — The Italian skin care brand Dibi will be making its way onto U.S. spa shelves this year.
Carried in more than 14,000 outlets in Italy, Dibi, the country’s leading skin care and beauty equipment brand, is looking to first introduce DibiBody to the U.S. in August, with 13 stockkeeping units focusing on cellulite, antiaging, toning, stretch marks and hydration. The upscale brand, which likens itself to Orlane, already has entered the Ritz Carlton in Lake Las Vegas, Nev., among others.
Headquartered in Bergamo, Italy, an hour north of Milan, Dibi is the parent company of the GTS Group, a 29-year-old firm founded by Michael Arrighetti. The U.S. division, based here, is a subsidiary of that company, led by Patricia Peterson, formerly with Decléor.
Peterson said Dibi would find success in the U.S. because, unlike other brands, it takes body care as seriously as it does face care. She predicts DibiBody could generate $2.5 million its first year in the U.S., and as much as $10 million for Dibi’s entire line, which includes nearly 1,000 sku’s, in the next five years.
In addition to a broad distribution base, Dibi also owns and operates a chain of beauty spas, called Dibi Centers. There are approximately 1,500 in Italy and a total of 5,000 internationally. Dibi products are sold in spas and pharmacies internationally, including the U.K., Spain, Portugal, Sweden, Finland, Russia, Austria, Turkey, Serbia and Bulgaria.
Unlike some skin care companies used and sold in spas, which take an organic or natural bent, Dibi “is results-driven,” Peterson said. “We are very much biotechnology-oriented. Ingredients make the result fantastic. Research labs in Italy test products on humans and also work with the clinic at the University of Pavia,” also in northern Italy.
DibiBody comprises five collections. Silhouette, the cellulite line, offers five retail products formulated with bladder wrack extract, said to stimulate microcirculation; horse chestnut extract, an anti-inflammatory, and cocoa extract, to alleviate excess fluid buildup. The Tonic collection is designed to firm skin, and offers two products infused with vitamins A, C and E, as well as green tea extract, hydrolyzed silk proteins and ginseng. The Vitamine collection includes three retail products and uses vitamins A, C and E, as well as algae extract, to help alleviate stretch marks. There’s also a Gold Cream designed for all skin types, formulated with sesame oil and hyaluronic acid to moisturize and hydrate skin, and a Lift collection, which offers two products and is meant to firm and lift. Prices range from $30 for Silhouette’s anticellulite bath foam to $90 for Lift’s Nutri-Lift Massage Butter.
At least one Manhattan plastic surgeon has picked up the brand to compliment his tummy tuck and body-lifting procedures. Dr. Kevin Tehrani, who practices at 630 Park Avenue and in Great Neck, N.Y., said he had been researching products to offer his recovering patients and chose the Silhouette collection because of its depth of skin penetration.
“Many products have a lot of superficial penetration. And while there isn’t a single product that will make cellulite go away, ones that penetrate deep within the derma [are best]. [Silhouette] is the only [product I have seen] that’s heat activated, and for my patients, it has worked well as an adjunct.”
— Andrea Nagel