Amore Pacific Goes High End

NEW YORK — Amore Pacific will introduce an antiaging cream for fall and, at $400 for 1.7 ounces, the firm claims it is “all you need for the face.”

After three years of development, Time Response Skin Renewal Crème first will be available via preview events at Bergdorf Goodman and Amore Pacific’s SoHo flagship on Aug. 25. It subsequently will be launched at those two locations next month.

A total of 500 individually numbered creams have been made. The limited quantity is a reflection of the company’s first annual harvest of green tea — said to be nutrient- and vitamin-rich — at its plantation in South Korea. Each year, a varying quantity of the creams will be produced, based on the quantity of tea yielded by the first harvest.

Plans for expansion outside of Bergdorf’s and the company’s flagship have been limited to a maximum of 50 doors in the next five years. “We are taking a narrow and deep approach to distribution,” said Kathy Hughes, senior vice president of sales.

Industry sources estimate Time Response Skin Renewal Crème will garner $200,000 in retail sales during its launch period. Responsible for the product’s hefty price tag are obscure ingredients and a technology used to fuse them into what president Marc Shin calls “a balance between holistic and high-tech beauty.”

A so-called “nanoemulsion technology” brings ingredients together in a way that reportedly helps them to be absorbed more deeply into the skin. Hughes claims Amore Pacific is the first cosmetics marketer to effectively stabilize a type of green tea extract, called EGCG, which is said to help combat aging. Another key ingredient, hyaluronic acid, reportedly counters the appearance of aging and occurs naturally in the body at decreasing levels until menopause, when it is no longer produced, Hughes said. And the list of ingredients goes on — to the tune of 84 in all, including 43 active ingredients, six patents and three ingredients supposedly not found elsewhere. Given the volume of active ingredients, the company seeks to position it as an alternative to cosmetic procedures. “It’s a natural approach to antiaging,” said Hughes.

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