US. Hot New York-based “cosmeceutical” brand NV Perricone, founded by renowned dermatologist Dr Nicholas Perricone, is turning its attention to the travel retail channel. This follows the appointment last year of a new distribution company, NV Perricone MD Latin America, which holds exclusive regional sales rights.
Headed by Ari Lustbader and Paulo Figueiredo, the operation is initially targeting domestic and duty free doors in Brazil, Mexico and the Caribbean. But other overseas markets will become a focus as the brand’s presence grows.
Perricone himself is well-known for his best-selling books – and his celebrity clientele. A-list patients include Heidi Klum, Kim Cattrall and Jennifer Lopez, who has allegedly described him (back when she and Ben Affleck were still together) as the second most important man in her life.
Unsurprisingly, given that quality of endorsement, its domestic sales are staggering. Women’s Wear Daily projected wholesale volumes of around US$120 million this year – with no advertising budget and a distribution of just 150 doors. Its primary points of sales in the US are Sephora, Saks, Nordstrom, Neiman Marcus and Henri Bendel.
Lustbader is convinced that cosmeceutical brands in general – and Perricone in particular – have a bright future in travel retail.
“It’s a virtually untapped segment,” he told The Moodie Report. “Travel retail has not yet discovered cosmeceutical brands, or the potential they represent. We hope to change all that very soon.”
The term cosmeceutical was coined by Albert Kligman, the University of Pennsylvania researcher credited with discovering the anti-wrinkle effectiveness of Retin-A (a vitamin A derivative). Broadly speaking, it has come to represent a pharmaceutical product that provides cosmetics benefits.
Perricone’s anti-ageing philosophy centres around a three-tiered approach: a balanced diet; nutritional supplements; and topical treatments. These comprise two collections, one based on Alpha Lipoic Acid, and one on Vitamin C Ester. Star products for the former include Face Firming Activator (pictured) – priced domestically at US$95) – and Eye Area Therapy (US$45).
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Cosmeceutical brand NV Perricone makes inroads into travel retail – 23 September 2003
