Founded 25 years in the past by beauty surgeon Dr Gregory Bays Brown, the New York-headquartered luxurious skin care specialist was acquired by non-public fairness agency Tengram Capital in 2017 from Shiseido Americas Corporation. Since this acquisition, the brand had been on considerably of a ‘revival’ mission, with in depth product launches and worldwide branding campaigns throughout numerous retail channels. Recent launches included a moisturizing renewal hydrogel made with 4D hyaluronic acid and a contouring therapeutic massage curler comprised of a mix of zinc, aluminium, magnesium and copper.“Our roadmap from the start of this funding was to reanimate the brand; reinvest in brand,” stated Elana Drell-Szyfer, CEO, RéVive Skin care.“…Second, has been to actually deal with rising our productiveness with retailers, and that’s each domestically and internationally,” Drell-Szyfer informed CosmeticsDesign-Europe.Eastern and Western Europe development objectives – an American skin care with ‘actual world enchantment’ RéVive Skin care presently generated 53% of its enterprise exterior of the US, however the CEO stated there was nonetheless a “giant alternative” to develop that additional.“While RéVive is an American brand, I feel it has actual world enchantment. And so, there are markets that we’ve launched like Ukraine, Russia, Italy and Spain the place I feel the brand has nice potential. We have glorious companions on the bottom.”Historically, the brand solely had a really restricted presence in European markets, she stated, regardless of this area being a perfect territory for its status, science-based product portfolio.“Whereas I feel the American client is newer to spending on skin care, we all know that it’s for much longer been, each in Eastern and Western Europe, observe for girls to actually make investments the time and cash in skin care and facial companies. And so, I actually assume that for the brand, the viewers is there and I’m trying ahead to how the brand takes maintain within the area.”The firm was additionally exploring alternatives within the Middle East, she stated, and deliberate to proceed development in Russia the place there was a “very massive alternative”.Referencing the continuing COVID-19 disaster, Drell-Szyfer stated EMEA expansion plans would seemingly be a bit of more difficult within the short-term. “There’s been such irregularity within the retail surroundings. I simply hope for everybody that it does return to some stage of openness and normalcy, sooner relatively than later.”Meanwhile, RéVive would proceed its digital drive in these markets, she stated, which aligned properly with the broader “full push to e-commerce” within the magnificence class – a pattern that was prone to stick.Targeting the ‘skintellectuals’ with science-based skin care messagingAnd while a much bigger on-line push would allow RéVive to succeed in a brand new viewers in some methods, Drell-Szyfer stated development plans didn’t imply the brand needed to focus on totally different client profiles solely.“The RéVive client, once we have a look at her and him, (…) they’re both the ‘skintellectuals’ or ‘skinthusiasts’ – people who find themselves extremely educated about skin care and come to us asking quite a lot of questions.” There had been many who knew much less however had been devoted to investing within the “better of every thing”, significantly something look of way of life associated, she stated.And concentrating on these shoppers would proceed to be a precedence for RéVive, Drell-Szyfer stated, with continued science-based communication backing up its merchandise.“Science could be very a lot a focus for shoppers,” she stated; much more so amidst COVID-19 the place skilled scientists and medical doctors had been given loads of voice.“What individuals are saying is that, what they’re searching for is readability of message, transparency, information and information. That’s one factor that could be a pattern that’s proper in our wheelhouse, in our candy spot.”
