PRAI Beauty, known as the ‘Neckxperts’ in the beauty industry and a leading US skincare brand, is launching into its first grocer, Waitrose, this month. This follows on-going success in the UK market through their retail channels, including M&S, Boots, QVC and Sephora plus double digit growth on their DTC channels.
Having garnered cult status with the best-selling neck cream, Ageless Throat & Decolletage Creme, the brand now offers a wider range of targeted skincare solutions designed for midlife women. Waitrose recognises the opportunity in neck and targeted skincare with its core shopper and will be stocking the Ageless Throat & Decolletage Creme, Ageless Throat & Decolletage Serum, Ageless Throat & Decolletage Night Creme and Ageless Upper Arm Creme; all with proven sales success in the UK market.
PRAI’s Sales & Marketing Brand Consultant, Annie Toker, who works with PRAI in the UK says “As an independent skincare brand, this move into Waitrose is a turning point for PRAI Beauty. It is the first grocer the brand has launched into and the Waitrose customer demographic is spot on for PRAI’s product offering. We’ve demonstrated ongoing growth and success behind PRAI’s heroes and the brand is ready to take this next step as part of our omni-channel strategy.”
Nicki Baggot, Skincare & Suncare buyer for Waitrose added “We’ve been very aware of the impact PRAI Beauty has made on the skincare market and we recognise the opportunity in neck care and targeted skincare solutions. By stocking PRAI Beauty’s hero bestsellers, we’re bringing a brand our consumers will know and trust onto the shelves at Waitrose. We’re excited by this new partnership and believe our customers will love what PRAI has to offer!”
The products are available in Waitrose stores and online starting at £22.00.