Seacret Spa’s Secret to Success
When Robert Meirovich started selling Dead Sea skincare products in 2002, we were holding just starting to capture the interest of consumers, mostly women but a majority of men. Trend-setting beauty and pop-culture magazines were starting out seriously cover the advantages of Dead Sea salts and minerals, not only for readers with skin problems but in addition for those who simply wanted healthier, softer skin. Celebrities, routinely asked about their beauty secrets, started attributing their glowing skin to the latest Dead Sea masks. Around the globe, doctors and scientists studying the Dead Sea’s world-famous powers of rejuvenation were publishing results showing marked improvement-and often even total alleviation-of common ailments such as psoriasis, eczema, acne, arthritis and muscle stiffness.
Although Meirovich welcomed each one of these developments, he knew that two more valuable trends were reshaping the skincare industry that might impact his sales for a long time. First, women worldwide were searching for natural products to exchange the harsh synthetics in numerous mainstream skincare products. Second, a lot of the 76 million baby boomers nearing retirement were ladies who had an increasing desire for anti-aging products, with an focus on skin products that could head-off or decrease the look of wrinkles. Many of these factors combined in one perfect retail storm, giving Meirovich an evergrowing market and an up-and-coming product he could sell. And then sell on he did.
In only four years he helped the corporation grow from a few carts to over 120 locations, in nearly every state, selling to many women.
But he wasn’t just selling. He was listening.
By hearing his customers, Meirovich learned a whole lot about how the Dead Sea products were perceived, what motivated customers to get and, most importantly, what kept customers finding its way back again and again.
Soon he as well as other key company personnel identified ways to improve the product line through specific formula improvements by introducing new complementary products they believed customers would buy. In other words, they saw a chance to manufacture their own type of Dead Sea goods that would outsell whatever else on the market.
It wasn’t a long 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 put 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 determine 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 converted into hundreds, as specialty retailers flocked to Seacret Spa.
Converting an unique locations to owner/operators so the company could focus solely on wholesaling, by 2007 Seacret Spa had gone global, selling to greater than 600 carts worldwide.
Although the company does not divulge sales figures, Meirovich says owner/operator retail sales for 2007 were up 160 percent from your previous year.
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