Dr. Diamond’s Metacine is building out its arsenal of treatment-inspired products – and is looking to one of facial skin care’s largest segments to do so.
The brand, cofounded by Los Angeles-based plastic surgeon Dr. Jason Diamond, is debuting the Hydr/o Bioactive Hydrolipid Barrier Moisturizer, which will retail for $300. It will launch Sept. 23 on the brand’s website before rolling out to its retailers the following week, which include Bluemercury and Nordstrom. From there, it will be a part of the brand’s launch on Amazon later this year.
Dr. Diamond’s Metacine is growing, contrary to the decelerating demand of luxury skin care in the U.S. It has “a lot of new customers, a lot of repeat customers, the roadmap’s coming into clarity, and the teams are gelling more and more,” said Mark Ferdman, the brand’s president. “We want to bottle that and keep going on the same trajectory.”
Ferdman didn’t comment on sales but industry sources think the moisturizer could reach between $3.5 million and $4 million in sales for its first year.
Much like the existing products in the brand’s offering, the new moisturizer derives inspiration from Dr. Diamond’s in-office treatments. The preexisting assortment all falls under the InstaFacial collection, which is meant to mimic the surgeon’s proprietary treatment of the same name that combines laser, platelet-rich plasma and microneedling.
“For the InstaFacial collection, it’s about the dermis and how we turn on the dermis. Overall skin health has to do with more than just that layer,” said Dr. Jessica Combs, cofounder and chief executive officer of the brand.
The consumer appetite for a moisturizer is there, Combs said. “We’ve heard that they want a moisturizer both from the consumers directly and from the retail space,” she said. “We’re going to continue to do things that look at the treatments we do in office, and use those as inspiration behind the products.”
The formula features a bioactive hydrolipid infusion with 27 biomimetic micro-molecules, such as ceramides, essential fatty acids and plant-based cholesterol; seven different weights of hyaluronic acid; biomimetic natural moisture factors that act as humectants; and essential fatty acids such as linoleic, linolenic acids and phyto-cholesterol.
“When you’re optimizing the function and really getting antiaging skin care right, you want to fortify the barrier. That’s what we do in-clinic to optimize the function and make sure everything underneath the surface is going to activate properly,” said Tammy Goodarzi, cofounder and chief brand officer. “That’s where the discussion started to formulate a bioactive moisturizer.”
Part of the product’s mandate was to work synergistically with the existing products, too.
“Think of the InstaFacial as your favorite outfit,” she said. “And think of this moisturizer as your raincoat.”
Supercharging the formula with actives was important to Diamond, who leverages his patients as informal focus groups for feedback. “We have discerning patients who have used everything, spend lots of money on skin care,” he said. “We hear all day long it’s the first product range that really does something.”
The brand will be investing heavily in the marketing piece, from digital and social campaigns to out-of-home activations and a private event in New York to herald the launch.
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