Elemis

A British skincare brand built its early distribution on board cruise ships, selling lotions to holiday makers in the spa and letting them carry the bottles home. By the time it pivoted to land-based retail, it had thousands of floating showrooms paying for its product trials. LMS was founded in London in 1989 by Linda Steiner. The brand became the in-house skincare line for the Steiner Leisure Cruise Spa Empire. Passengers received treatments at sea, then took the bottles home. The hero product, the pro-college and marine cream, launched in 2003 and currently retails at 205 Australian dollars per 50 milliliters. The distribution shape was the strategic asset. Most prestige skincare paid department store counters to demonstrate product on first-time customers.