A skincare brand based on ‘snail slime’ has expanded from a single line to six products following the success of its original face cream.
The new products from Dr Organic are a facial serum (rsp: £17.99/30ml) and eye serum (rsp: £12.99/ 15ml), face mask (rsp: £1.99/10ml), face cream (rsp: £19.99/50ml) and hand & nail elixir (rsp: £14.99/50ml). Rolling out this week, they will join the brand’s signature Snail Gel face gel, which launched exclusively into Holland & Barrett stores in 2012.
All the products use snail slime (Helix Aspersa Müller) - the ingredient used by snails to regenerate their own skin and shell, together with natural extracts known for their anti-ageing benefits, including aloe vera and jojoba.
An additional anti-ageing ingredient, proteolea, which has been added across the portfolio, enabled the brand to claim users would look “six years younger in four weeks,” said Dr Organic.
The complete range, launched on the back of “huge demand” for the original face cream, would plug a gap for eco-conscious beauty products that “don’t cost the earth”, added Dr Organic group marketing director Michael Lightowlers.
The range was a good fit with the trend towards more extreme beauty and skin regimes, said Kate Waddell, director of consumer brands at design agency Dragon Rouge, but consumers would need some “serious reassurance” and advocacy from “real people.”
“The key question with a snail slime-based product is when does the ‘eeeww’ factor tip the balance to ‘wow’ factor?”