San Francisco, California – based Perricone MD announced this week that its Pre:Empt Series will be sold beyond Sephora where it first launched last June.
Going forward the core collection of Pre:Empt Series skin care products will be sold in all 950 Ulta retail stores around the US as well as 47 Nordstrom doors.
Millennial market
The company developed its Pre:Empt Series and sold the skin care products exclusively at Sephora for several months “to allow Perricone MD to reach an entirely new consumer: millennials,” according to a press release about the new distribution move.
And the strategy apparently paid off. “We are thrilled with the success we've seen with the addition of the Pre:Empt Series to the Perricone MD collection,” Mary van Praag, CEO and president of Perricone MD tells the press, adding that “Sephora's partnership helped us establish a meaningful connection with the millennial consumer at launch that we are excited to grow upon in 2017.”
To continue building brand loyalty with this valuable consumer segment, Perricone MD has added three new products to the Pre:Empt Series. And for now, the new Daily Foaming Cleansing, Refreshing Shower Mask, and The Fixer Oil will be exclusive to Sephora.
Post- antiaging
Wellness and beauty have converged both as categories and as consumer mindsets. Accordingly, preventative skin care has become more prevalent. And as the line name Pre:Empt implies, this is the portion of the market Perricone is targeting.
“We are pleased that our valued retail partners have embraced the brand's latest Pre:Empt technology,” Jessica Hanson, chief sales and marketing officer at Perricone MD, says. “As the prestige skincare landscape evolves, we are grateful that our accounts continue to support and grow with us as we expand our holistic product assortment to reach new consumer demographics.”
Brand trajectory
This latest retail distribution deal is no accident of fate. Perricone MD has been making strategic partnerships with retailers and investment firms for years.
Launched in 1997, Perricone MD is now one of the brands in the Lion Capital investment portfolio. It has been since 2014 when TSG Consumer Partners sold its stake in the skin care company to Lion.
At the time of that deal, Jamie O’Hara, managing director and president of TSG Consumer Partners told the press that “during the last three years, product sales and earnings of the company have more than doubled.” O’Hara continued on saying that “the company is well positioned for future growth while continuing to be innovative to meet the needs of its incredibly devoted and growing customer base.”