When Robert Meirovich started selling Dead Sea skincare products in 2002, these folks were just starting to capture the attention of consumers, mostly women however, many men. Trend-setting beauty and pop-culture magazines were start to seriously cover the benefits of Dead Sea salts and minerals, not simply for readers with skin problems but also for those who simply wanted healthier, softer skin. Celebrities, routinely mentioned their beauty secrets, started attributing their glowing skin on the latest Dead Sea masks. All over the world, doctors and scientists checking Dead Sea’s world-famous powers of rejuvenation were publishing results showing marked improvement-and sometimes even total alleviation-of common ailments such as psoriasis, eczema, acne, arthritis and muscle stiffness.
Although Meirovich welcomed all these developments, he knew that two more essential trends were reshaping the skincare industry that might impact his sales for years to come. First, women around the globe were searching for natural products to exchange the harsh synthetics in a lot of mainstream skincare products. Second, lots of the 76 million forty somethings and beyond nearing retirement were women who had an increasing interest in anti-aging products, with an increased exposure of skin products that could head-off or decrease the look of wrinkles. Many of these factors combined in a single perfect retail storm, giving Meirovich an evergrowing market and an up-and-coming product he could sell. And then sell on he did.
In mere four years he helped the corporation grow from a few carts to more than 120 locations, in nearly every state, selling to many women.
But he wasn’t just selling. He was listening.
By playing his customers, Meirovich learned quite a lot about how the Dead Sea products were perceived, what motivated customers to acquire and, most importantly, what kept customers finding its way back again and again.
Soon he and also other key company personnel identified methods to improve the product line through specific formula improvements by introducing new complementary products they deemed customers would buy. In other words, they saw a chance to manufacture their own type of Dead Sea goods that would outsell everything else on the market.
It wasn’t some time before Seacret Spa was manufacturing in Israel, some distance from the Dead Sea.
The new Seacret Spa products were distributed one of the company’s 120 cart locations and set to the test. Customers loved the modern line and the carts begun to rack up record sales. It wasn’t a long time before other specialty retailers started taking notice-and began calling to find out how they could sell the Seacret Spa line.
Recognizing the chance to wholesale to independent retailers, the business began wholesaling to a few specialty retailers who didn’t tackle Seacret Spa’s company-owned locations. Once again, that handful changed into hundreds, as specialty retailers flocked to Seacret Spa.
Converting its very own locations to owner/operators therefore the company could focus solely on wholesaling, by 2007 Seacret Spa choose to go global, selling to over 600 carts around the world.
Although the company does not divulge sales figures, Meirovich says owner/operator retail sales for 2007 were up 160 percent through the previous year.
Seacret
Seacret Spa