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A New Age Dawns for SK-II

Procter & Gamble's SK-II is adding to its antiaging range this fall with a trio of new products.

NEW YORK — SK-II is adding to its antiaging range this fall with a trio of new products.

The Procter & Gamble-owned brand will introduce Power Signs Treatment Foundation in November and Signs Uplifter in September, as well as a revamped version of its existing Advanced Signs Treatment, also in September.

All three products are based on “elements of skin energy,” said Ottokar Rosenberger, SK-II’s brand manager, North America.

“The Japanese have studied chi — the balance of energy — for years,” he said, noting that the brand did intensive research on skin’s energy conversion from glucose to adenosine triphosphate. Three elements of that energy — flow, conversion and utilization — were considered in formulating the range.

As consumers age, added Deborah Lowery, a research scientist for the brand, the skin’s conversion of energy becomes less efficient, as does the skin’s ability to utilize energy — which leads to skin that appears dull and dry. “With this new group of products, we have combined a Japanese pressure-point facial massage with cutting-edge ingredients to combat these problems,” she added.

Power Signs Treatment Foundation, a new compact foundation, includes skin care benefits along with color, noted Rosenberger. The solid formula includes the brand’s signature ingredient, Concentrated Pitera, a blend of vitamins, amino acids, proteins and organic acids, said to improve skin stimulation. The formula liquefies as it is applied, then dries to a powder finish. Vitamins B-3, provitamin B-5 and antioxidant vitamin E are intended to moisturize and energize skin, and light-diffusing particles soften the appearance of fine lines, said Lowery. The compact with foundation will retail for $110; refills are $75.

Signs Uplifter, a serum, is “the first SK-II product to use dual peptide technology,” said Lowery. The product’s formula combines Dermalink dual peptides and humectant technology, which is intended to help tighten cells and layers of skin by providing intense moisture. The product also includes Concentrated Pitera, vitamin B-3, sea fennel and brown sea algae. It will retail for $225 for 40 ml.

Advanced Signs Treatment, a lightweight moisturizer, has been reformulated to include 75 percent more vitamin B-3, intended to help strengthen skin’s moisture barrier. It also includes SK-II’s proprietary Concentrated Pitera and provitamin B-3 for hydration. It will retail for $150 for 75 grams.

In the U.S., the products will be available at Saks Fifth Avenue — which has exclusively carried the brand in the U.S. market since its introduction here in 2004. The brand is adding Saks doors in Chicago, Detroit, Atlanta and Miami this fall, for a total of 26 Saks doors for SK-II.

“We’re very happy with the partnership and have no immediate plans to add additional retailers — we want to continue to grow with Saks,” said Rosenberger. He refused to comment on sales projections for the products, although industry sources estimated that they would do about $1.5 million in the U.S. in their first year on counter.