LOS ANGELES — Nad’s, the Australian hair removal brand that is in some 30,000 doors throughout the U.S. and 150,000 worldwide, is capitalizing on the Brazilian waxing trend and is expanding distribution by entering regional chains this summer.
Based on its core product, Natural Hair Removal Gel, which launched in Australia 14 years ago and in the U.S. in 1998, the company will be introducing several new depilatory products, including one that taps into the Brazilian wax craze, as well as a line for men.
Sue Ismiel, the Sydney-based owner and founder of Nad’s — named after her daughter, Nadine, who’s now a biochemist for the line — said that a recent restructuring of the company’s U.S. operations will provide a launching pad for the brand’s upcoming rollout.
Last October, the company took control of its U.S. distribution, setting up headquarters in Torrance, Calif. All of the packaging — which once varied among different parts of the world — was made uniform.
“We then decided to create a whole line of products that fit in with the cycle of hair removal, including preparing the skin, soothing and exfoliating,” said Ismiel.
The products, which will hit shelves in July, include Ingrow Solution, designed to release ingrown hairs and containing witch hazel and aloe vera. There is also the new Xfol Follicle Release Scrub, packed with natural sugar crystals and walnut shells that act as a natural exfoliant. The HandsFree Hair Removal Cremes come in Mellow Melon and Luscious Lime, and include foam applicator heads for an easy delivery system.
Ismiel is especially enthusiastic about the new Naughty Nad’s Bikini Design Kit, which comes in bright red packaging, not the original blue for the rest of the line. The kit includes templates in different shapes — including the Landing Strip and the Heart Breaker — for personalized bikini waxing.
“It’s very popular among younger women,” said Ismiel, adding that the kit, along with the other new products, has already bowed in Australia, where it has sold 250,000 units.
For women who want to take their waxing on the road, Ismiel came up with Hair Removal Strips in two sizes for the face and body, and a Facial Wand designed to shape the eyebrows and remove hair around the upper lip and chin. A Hair Removal Essentials Kit also is designed for traveling, and includes seven key depilatory items. There also will be a new Depileze Soothing Balm with cocoa and shea butters and vitamin A.
The new products retail from less than $9.99 to around $29.99.
Henry Kiwarkis, president of U.S. Operations for LifeSource, the company under which Nad’s is produced and distributed, said the line’s traditional distribution outlets of food, drug and grocery stores nationwide is being expanded to include greater penetration in regional chains. With a presence in stores such as Target, Kmart, CVS and Rite Aid, Nad’s would be entering key regional chains such as New York-based Duane Reade and East Coast group Price Chopper, Kiwarkis said.
Kiwarkis said he was optimistic about sales of the new items.
“We are expecting between $30 million and $35 million in retail sales for the first year,” he said.
The company is branching into the men’s arena with similar products housed in more masculine packaging. These include the strips, creams and wax kits.
“The formulations are designed for stronger hair,” Ismiel said. “If we position ourselves as hair removal experts, then we have to give the market what it wants.”
Ismiel added that she and her daughter anticipate launching a skin care and color line as early as the first quarter of 2007.