The natural personal care market remains a beehive of activity—even as consumers have become much more cautious about spending. In fact, some industry observers believe cash-strapped consumers are so smitten with natural products, they will trade down to more affordable lines rather than sacrifice core values.
It is just this situation that makes RCPharma anxious to enter the HBA category. The Sterling, VA-based maker of private-Label OTC medications and supplements is ready to roll out Skin Benefits, a new line of paraben-free skin care products formulated with natural ingredients.
Ron Czerniec, chief executive officer and founder, told Happi that RCPharma is currently in discussions with major retailers including Wegman’s, Duane Reade and Shoppers Drug Mart that would put Skin Benefits on shelves in time for Thanksgiving.
When RCPharma encountered Skin Benefits at PLMA last year, it saw a diamond in the rough.
According to Czerniec, Coswel International—its Korean manufacturing partner—had great products that needed some tweaking.
“We changed format, took out parabens and added herbs,” he said. RCPharma also revamped the packaging, eliminating cellophane windows and upping its recycled content, which cut costs in the long run.
Skin Benefit’s Anti-Wrinkle Neck Gel Patch uses a hydro-gel delivery system that allows the ingredients to be delivered more effectively giving an occlusive delivery system, according to RCPharma.
“Interest has been more outstanding than we anticipated,” Czerniec said.
One reason might be its price point; the line includes a variety of solutions all priced under $10.
With its tagline “All about your Natural Beauty,” the Skin Benefits range includes Cooling Cucumber Eye Pads and Green Tea Eye Pads, both of which help to relieve stress and reduce puffiness; Anti-Wrinkle Under Eye Gel Patches, which work to rebalance skin’s natural moisture level and reduce the appearance of wrinkles, fine lines, puffiness and dark circles; and Deep Cleaning Nose Pore Strips, which unclog pores and lift away blackheads with tea tree oil and witch hazel.
According to Czerniec, the hero SKU may turn out to be Skin Benefit’s Anti-Wrinkle Neck Gel Patch, which uses an occlusive hydro-gel delivery system that allows the ingredients to be delivered more effectively, according to RCPharma. Once applied, the body heat activates the ingredients allowing them to penetrate the skin for 10-20 minutes making them far more effective than creams and lotions. Formulated with vitamins A and E, green tea and ginseng, a package of two patches is $8.99.
RCPharma is confident Skin Benefits will succeed, and as such has additional products (including skin cream and self-heating masque) in the pipeline—all before a single SKU has made it on a shelf.
“It is the right time and the right place,” said Cserniec, “We can go as fast as the market can take us.”