Prescriptive is getting Body Conscious
Prescriptive continues to center its treatment business around single-item products with the October introduction of Body conscious.
Body Conscious is an all-over body lotion to treat dryness and loss of elasticity, add firmness and improve the appearance of stretch marks while helping to prevent new ones. The product should reach $13,500,000 in retail sales by next July, said Robert Nielsen, president.
While most Prescriptives users fall between the ages of 27 and 40, Nielsen said, Body Conscious is targeted to the younger Prescriptives user who isn't ready to use Line Preventer. Nielsen predicted the new product will outsell Line Preventor by "almost two to one."
"We believe that Body Conscious will be bigger than Line Preventor because more people can use it," said Nielsen. "Line Preventor necessarily limits the amount of consumers in the mature category that can use it. Body Conscious has a much broader audience."
Body Conscious comes as a result of focus groups the company conducted three years ago to gauge consumer reaction to treatment products. "When we came out of those focus groups, the highest priority we had was to reorient the line from a system to singles, such as Line Preventor," Nielsen said. "We were not interested in a line of body products, but in a single one that could solve three or four problems in one."
The Prescriptive strategy of overall body care, said Nielsen, does not include products for treating cellulite, which has been a growing category. "We did not go after cellulite because we feel that for our customer age profile, for the most part, it's not a high priority. We knew, however, there was going to be an area for stretch marks. The whole area of body skin firmness and elasticity was going to be an obvious area to go after," he said, adding that hydrating and moisturizing would also be important.
That Body conscious has properties for treating stretch marks does not restrict its use to women who have given birth, said Nielsen, adding that this function is "more because of exercise and gaining and losing weight on an ongoing basis."
Body Conscious, which is $45 for 5 ounces, contains vitamin E and marine and plant extracts.
"We have a combination of botanical extracts that help reduce and repair stretch marks by increasing circulation, reestablishing osmotic balance in the dermis and stimulating collagen production," said Dr. Kenneth Marenus, manager of biological sciences at Prescriptives. The product should be used twice a day, said Marenus.
Body Conscious comes in a beige-colored plastic container that is "fleshy, curvaceous and tactile," said Suzanne Kirtland, director of creative communications, adding that it is designed to reflect the curves of the body. Print ads for Body Conscious break in October.
Body Conscious is an all-over body lotion to treat dryness and loss of elasticity, add firmness and improve the appearance of stretch marks while helping to prevent new ones. The product should reach $13,500,000 in retail sales by next July, said Robert Nielsen, president.
While most Prescriptives users fall between the ages of 27 and 40, Nielsen said, Body Conscious is targeted to the younger Prescriptives user who isn't ready to use Line Preventer. Nielsen predicted the new product will outsell Line Preventor by "almost two to one."
"We believe that Body Conscious will be bigger than Line Preventor because more people can use it," said Nielsen. "Line Preventor necessarily limits the amount of consumers in the mature category that can use it. Body Conscious has a much broader audience."
Body Conscious comes as a result of focus groups the company conducted three years ago to gauge consumer reaction to treatment products. "When we came out of those focus groups, the highest priority we had was to reorient the line from a system to singles, such as Line Preventor," Nielsen said. "We were not interested in a line of body products, but in a single one that could solve three or four problems in one."
The Prescriptive strategy of overall body care, said Nielsen, does not include products for treating cellulite, which has been a growing category. "We did not go after cellulite because we feel that for our customer age profile, for the most part, it's not a high priority. We knew, however, there was going to be an area for stretch marks. The whole area of body skin firmness and elasticity was going to be an obvious area to go after," he said, adding that hydrating and moisturizing would also be important.
That Body conscious has properties for treating stretch marks does not restrict its use to women who have given birth, said Nielsen, adding that this function is "more because of exercise and gaining and losing weight on an ongoing basis."
Body Conscious, which is $45 for 5 ounces, contains vitamin E and marine and plant extracts.
"We have a combination of botanical extracts that help reduce and repair stretch marks by increasing circulation, reestablishing osmotic balance in the dermis and stimulating collagen production," said Dr. Kenneth Marenus, manager of biological sciences at Prescriptives. The product should be used twice a day, said Marenus.
Body Conscious comes in a beige-colored plastic container that is "fleshy, curvaceous and tactile," said Suzanne Kirtland, director of creative communications, adding that it is designed to reflect the curves of the body. Print ads for Body Conscious break in October.