Sonya Dakar wants to turn back time — with a new antiaging line set to launch this fall.
While the brand offers skin care for a variety of skin ailments — acne, discoloration and scarring — as well as antiaging products, the new line represents the "most cutting-edge technology of any of our products," said Mimi Dakar, vice president of marketing and public relations for her mother's company. "UltraLuxe is the first subcollection to the Sonya Dakar skin care line, and we intend for it to be the new standard of age control."
The UltraLuxe line consists of a wash, a mask, two serums for retail sale and two professional products intended to be used in tandem at spas.
The key products, UltraLuxe 9 and UltraLuxe 9 OC (oil control), are $185, 1-oz. serums formulated for normal/dry/combination skin and oily skin, respectively. Both contain the same signature ingredient, Nonaplex, which contains nine technologies — including argireline and violoxx — said to diminish the appearance of fine lines and wrinkles.
The standard UltraLuxe also includes aloe leaf juice, said to lend healing powers; bitter orange essential oil, as a mild astringent, and vitamin E to neutralize free radicals. The OC formula mixes Nonaplex with potassium azelaoyl diglycinate, a sebum control regulator; sweet almond extract to soothe skin; mandarin orange essential oil as a mild astringent; jasmine oil to minimize redness, and rosemary oil for its astringent and antibacterial properties.
UltraLuxe Age Control Active Mask, $70 for 1.75 oz., employs tripeptide technology to help diminish the appearance of fine lines and wrinkles. Marine algae, said to boost the skin's immunity and metabolism, is mixed with papain, which serves as a mild exfoliant; oat protein, said to have anti-irritant and anti-inflammatory properties, and bitter orange and neroli essential oils, said to provide astringent and aromatherapy benefits.
UltraLuxe Nourishing Wash, $45 for 4 oz., is a foaming oil cleanser with antioxidants and is said to hydrate skin as it cleanses. The formula is a blend of pomegranate peel extract and lemon verbena, orange blossom, rosemary leaf, grapefruit and apricot kernel essential oils. According to Dakar, the oils in the cleanser bind to dirt and oil on the skin, and rinsing with water triggers a slight foaming action that removes the oils and dirt from the skin without stripping it of moisture.The two professional items are Hydrating ProPeel, a lactic acid and peptide cocktail said to exfoliate and soften skin before a second item, the UltraLuxe Age Control Facial, is applied.
In total, the products will be available in about 100 doors, including Dakar's Beverly Hills flagship and spas, hotels and resorts across the country, beginning in September. While Dakar wouldn't comment on projected sales, industry sources estimated that the UltraLuxe line could ring up sales of more than $2.5 million at retail in its first year on counter.
Sonya Dakar, the longtime aesthetician and family matriarch, has made the running of both her treatment center and her eponymous product line a family affair. Israel Dakar, Sonya's husband, is head of research and development, and formulates all products packaged at the corporate office. Their children, Yigal, Natan, Mimi and Donna, are all involved in the business as well. Yigal is vice president of sales and marketing and heads up the company's New York satellite office. Natan is president of Sonya Dakar Skin Care, and oversees the general operations of the company. Mimi is vice president of marketing and public relations, and the company's official spokeswoman, and Donna is vice president of education and spa sales.
The company is also readying the formal unveiling of the Sonya Dakar Skin Clinic, a 12,500-square-foot, five-story space in Beverly Hills. Dakar has been working out of the building's second floor since March, but the building's additional floors and a luxe rooftop party space will open in September. In addition to an on-site concierge to attend to a client's every whim — not to mention nannies and pet-sitters on call — a vegan cafe, a water bar with reservable cabanas and valet parking are in the plans. Bowing to Dakar's celebrity clientele — said to include Gwyneth Paltrow, Debra Messing, Drew Barrymore and Britney Spears — there also will be a VIP Suite, complete with a private parking lot and entrance, a private butler to run errands and return phone calls and wireless Internet capabilities. Medispa services, such as Botox, are also expected to be added.
Prior to the unveiling, Dakar will open up the space for her Beauty Boot Camp, an event she holds for celebrities before major awards shows such as the Primetime Emmys and the Academy Awards. This edition will offer a wide variety of skin care, nail and hair services, as well as a couture gown exhibit of Kati Stern for Venexiana. Dakar is also offering celebrities chauffeured car service (sponsored by Audi USA) to and from the event and to a partner gifting suite at the Liberace Penthouse.
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