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When Robert Meirovich started selling Dead Sea skincare products in 2002, they were just starting to capture the eye of consumers, mostly women but some men. Trend-setting beauty and pop-culture magazines were beginning to seriously cover some great benefits of Dead Sea salts and minerals, not just for readers with skin problems also for those who simply wanted healthier, softer skin. Celebrities, routinely inquired about their beauty secrets, started attributing their glowing skin towards the latest Dead Sea masks. Worldwide, doctors and scientists staring at the Dead Sea’s world-famous powers of rejuvenation were publishing results showing marked improvement-and frequently even total alleviation-of common ailments for instance psoriasis, eczema, acne, arthritis and muscle stiffness.

Although Meirovich welcomed these developments, he knew that two more vital trends were reshaping the skincare industry that will impact his sales for many years. First, women around the world were searching for natural products to replace the harsh synthetics in countless mainstream skincare products. Second, many of the 76 million seniors nearing retirement were girls that had an increasing interest in anti-aging products, with an increased exposure of skin products that could head-off or reduce the look of wrinkles. Most of these factors combined in a single perfect retail storm, giving Meirovich a growing market and an up-and-coming product he could sell. And sell he did.

In mere four years he helped the company grow from a few carts to more than 120 locations, in virtually every state, selling to all kinds of women.

But he wasn’t just selling. He was listening.

By following his customers, Meirovich learned quite a lot about how the Dead Sea products were perceived, what motivated customers to acquire and, most importantly, what kept customers ever coming back again and again.

Soon he and other key company personnel identified methods to improve the product line through specific formula improvements and also by introducing new complementary products they deemed customers would buy. Quite simply, they saw a way to manufacture their own distinct Dead Sea products which would outsell everything else on the market.

It wasn’t some time before Seacret Spa was manufacturing in Israel, not to near from the Dead Sea.

The brand new Seacret Spa products were distributed on the list of company’s 120 cart locations and set to the test. Customers loved the new line and the carts did start to rack up record sales. It wasn’t some time before other specialty retailers started taking notice-and began calling to find out how they could sell the Seacret Spa line.

Recognizing the opportunity wholesale to independent retailers, the corporation began wholesaling to a handful of specialty retailers who didn’t compete with Seacret Spa’s company-owned locations. Once again, that handful changed into hundreds, as specialty retailers flocked to Seacret Spa.

Converting its own locations to owner/operators therefore the company could focus solely on wholesaling, by 2007 Seacret Spa choose to go global, selling to more than 600 carts around the world.

Although the company doesn’t divulge sales figures, Meirovich says owner/operator retail sales for 2007 were up 160 percent through the previous year.

Seacret
Seacret Spa