Davi skin launched its grape extract skin care products in the prestigious US department store, Bergdorf Goodman in October 2006, and has been retailing on the store's website since December.
Carlo Mondavi, chairman and founder of Davi Skin, said, "Our initial UK focus will be on upscale London-based retailers -- from the boutiques of Bond Street to the crowded Oxford Street fashion stores and Knightsbridge."
With market researchers currently urging cosmetic retailers to stay abreast of the threat of supermarket outlets by selling premium cosmetic sales, Davi Skin is targeting a niche market that looks set to grow in the run up to 2011.
Indeed, the company's decision to launch both the male and female lines at the same time places further significance on the strength of the male grooming market in the UK, with many companies choosing to first launch lucrative female ranges, followed by the male beauty lines.
According to market research company Euromonitor, the male skin care market in Western Europe is forecast to grow by a further 15.5 per cent by 2010, rising from $305 mn to $323 mn.
Higher value products, such as the Davi range that is priced between $25 and $175 for the main product of both the male and female lines, Le Grand Cru, are also currently said to be experiencing higher growth, partly due to insulation from deflationary effects at the bottom end of the market.
The full skin care range for men and women should be in stores by the third quarter of 2007 and includes a daily lotion and cleanser for both the male and female lines, that contains SPF. The female range also includes a toner, with the male range containing a shaving and aftershave cream.
Indeed the company's move on Europe started at the initial creation of the range, with all products containing, Meritage, an anti-aging, anti oxidant complex that was developed in conjunction with a French laboratory based in Lyon.
According to market research company, Verdict, the overall health and beauty market currently stands at £14.9bn and is predicted to rise to £17.4 by 2011, offering a large and growing market for all retailers.
