When Robert Meirovich started selling Dead Sea skincare products in 2002, they were just starting to capture a person's eye of consumers, mostly women but a majority of men. Trend-setting beauty and pop-culture magazines were starting out seriously cover the benefits of Dead Sea salts and minerals, not simply for readers with skin problems but in addition those who simply wanted healthier, softer skin. Celebrities, routinely inquired on their beauty secrets, started attributing their glowing skin towards the latest Dead Sea masks. Worldwide, doctors and scientists studying the Dead Sea's world-famous powers of rejuvenation were publishing results showing marked improvement-and frequently even total alleviation-of common ailments including psoriasis, eczema, acne, arthritis and muscle stiffness.
Although Meirovich welcomed all these developments, he knew that two more vital trends were reshaping the skincare industry that could impact his sales for many years. First, women around the world were searching for natural products to switch the harsh synthetics in countless mainstream skincare products. Second, lots of the 76 million baby boomers nearing retirement were girls that had an increasing curiosity about anti-aging products, with an increased exposure of skin products that could head-off or lessen the look of wrinkles. Many of these factors combined in a single perfect retail storm, giving Meirovich an expanding market and an up-and-coming product he could sell. And then sell he did.
Within four years he helped the organization grow from a few carts to a lot more than 120 locations, in just about any state, selling to all sorts of women.
But he wasn't just selling. He was listening.
By playing his customers, Meirovich learned a great deal about how the Dead Sea products were perceived, what motivated customers to get and, most importantly, what kept customers ever coming back again and again.
Soon he along with other key company personnel identified approaches to improve the product line through specific formula improvements and also by introducing new complementary products they believed customers would buy. To put it differently, they saw an opportunity to manufacture their own line of Dead Sea products that would outsell anything else on the market.
It wasn't some time before Seacret Spa was manufacturing in Israel, not to near from the Dead Sea.
The modern Seacret Spa products were distributed on the list of company's 120 cart locations and hang up to the test. Customers loved the modern line and the carts began to rack up record sales. It wasn't long before other specialty retailers started taking notice-and began calling to find out how they could sell the Seacret Spa line.
Recognizing the opportunity to wholesale to independent retailers, the business began wholesaling to a few specialty retailers who didn't take on Seacret Spa's company-owned locations. Once again, that handful converted into hundreds, as specialty retailers flocked to Seacret Spa.
Converting its own locations to owner/operators so the company could focus solely on wholesaling, by 2007 Seacret Spa choose to go global, selling to more than 600 carts around the world.
Although the company doesn't divulge sales figures, Meirovich says owner/operator retail sales for 2007 were up 160 percent from your previous year.
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