It’s been 24 months since Priori Skincare, which was purchased from Elizabeth Arden in 2017 by SkinSciPac Inc, relaunched with fresh branding and a proprietary adaptive skin care technology, which is designed to interpret a user’s skin and release actives where they need it. Since then, industry sources estimate the brand’s retail sales at near $10 million, representing 90 percent growth since 2018. Here, CEW Beauty News looks at the three major strategies that led to the brand’s rapid ascension.

Seizing Sampling Opportunities

Over the summer, Priori opened its first pop-up shop within Manhattan-based, multi-level retail concept, Showfields, providing consumers the ability to shop a selection of the brand’s products, while also receiving complimentary mini facials and product sampling.

“It has been a great way to gain exposure in the heart of NYC, but also to connect on a regular basis with customers and gather feedback,” said Regis Haberkorn, President, Priori Skincare. “We learned a lot about how to create a great visual and compelling merchandising experience. It also pushed us as a brand to translate a skin science and clinically proven results message into simple words that tie to consumer’s needs, like ‘personalized skin care,’ ‘inclusive beauty’ and ‘skin regimen.’ We also learned how to stand out in a multi brand environment and how to quickly and effectively train a staff who are not beauty experts.”

For 2020, the Priori team will continue to take advantage of DTC and sampling opportunities. “We invest a lot in try outs because we know our products deliver superior results regardless of customer age, gender and ethnic background,” he said. “We also focused on developing our direct to consumer channel which has been growing at a 250% rate year over year.”

Entering the Salon/Spa Market

Within the salon/spa channel of distribution, the brand has created a unique opportunity for consumers to experience products first-hand, which has resulted in steady conversions. “For the U.S. market we have always believed in prioritizing product accessibility and great education, which is why we focused on launching Priori in high end salons, spas and medical in 2019. We also began distributing in plastic surgeons’ offices,” said Regis. Currently, the brand is available in 200 spas in the U.S. For 2020, the brand will be looking to increase its spa partners, with a focus on California, New York, Florida and Texas, as well as solidify partnerships with resort groups, such as Disney and MGM.

Expanding International Presence

For its 2018 relaunch, the brand capitalized on its strong network and relationship of international distributors. Priori is now available in a total of 18 countries including the U.K., Australia, Italy, Sweden, Norway and China’s Hong Kong. “Our growth varies from country to country depending on the actual launch date, but on average we are at 84% year to date.  In 2020, we will scale our cross-border business with China and open in Canada,” said Regis.