LOS ANGELES — Park Avenue dermatologist Neal Schultz is going Hollywood.
The noted skin doctor, who launched the Stallex skin care line in 2003, was in Los Angeles recently to meet with a major talent agency, connect with celebrities and stylists and participate in a book signing at the Dutton’s bookstore in Beverly Hills for his new tome, “It’s Not Just About Wrinkles.”
He also introduced two new additions to his 50-stockkeeping-unit Stallex line: Clear Stick, which treats acne and blemishes, and Solar Protection Total Block SPF 30, a chemical-free sunscreen. Both products will be available at Schultz’s office June 21.
His book, co-written with New York-based author Laura Morton, addresses almost every skin care condition and lists products that work best for each one.
“I wrote the book because there is a disconnect between what women need for their skin and the products that exist out there. Most women don’t know what is wrong with their skin,” he said.
The 200-page book is laid out in an easy-to-navigate style, and it includes plenty of before-and-after shots, as well as tools to help women identify what their particular skin requirements are. And the products recommended, all of which have been tried by Schultz and his team, are easily available and cost anywhere from $5 to $20.
“It’s intimidating to see shelves and all those products,” he said. “It’s dizzying to me. I wanted to make this information available to women who don’t go to see Park Avenue and Fifth Avenue dermatologists.”
The book is expected to provide Schultz with a platform to grow his business outside of his practice, which now sees 12,000 patients a year. In addition to the two upcoming product launches, plans are in the works to expand the distribution of Stallex beyond Schultz’s practice.
“We will be in major upscale department stores before the end of the year,” he said. The line is already proving to be a significant income-earner for the practice, bringing in around $600,000 a year in sales.
“This is without any real push,” Schultz said. “Considering other avenues of distribution, we are hoping to increase that tenfold in the next two years.”
Clear Stick, which contains ingredients like tea tree oil, also comes with a concealer and retails for $60 for the set. The new sunscreen item comes in pads (60 pads per container) for ease of application and is designed for use on the face and body; a container retails for $35.