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LONDON - Incanthera plc (AQSE:INC), a company specializing in dermatology and oncology technologies, has announced a strategic shift in its go-to-market approach for its Skin + CELL skincare line. After a discontinued partnership with Marionnaud, part of the A.S. Watson Group, the company is now finalizing a direct-to-consumer (DTC) campaign through a global marketing agency.
Previously, on March 25, 2025, Incanthera had resolved patent infringement allegations concerning Skin + CELL’s formulation and was exploring various market entry strategies. The new agreement with the DTC agency, expected to be signed within the next week, will see the agency promoting Skin + CELL through influencers and social media to drive sales, with compensation based on a success-dependent royalty model.
Incanthera will manage sales orders through a dedicated website and fulfill them using a third-party logistics company in Switzerland, where 100,000 units of Skin + CELL are currently stocked. The product range includes items for face, body, and hands, and the company anticipates selling all units within the fiscal year ending March 31, 2026.
The DTC approach allows Incanthera to control the marketing and launch timing, maintain the premium retail price, and build a global market presence and customer database. This strategy is expected to lead to increased revenues, higher gross margins, and immediate positive cash flow for the company and its shareholders.
Further market updates will be provided by Incanthera in due course. This shift to a DTC strategy comes after the company’s announcement that the anticipated partnership with Marionnaud will not proceed. The information in this article is based on a press release statement from Incanthera plc.
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