By  on November 19, 2004

NEW YORK — Good Skin is delving deeper into the treatment arena with its next launch.

The skin care brand, produced by the Estée Lauder Cos.’ BeautyBank division and currently an exclusive at Kohl’s Department Stores, launched in October with 73 stockkeeping units ranging in price from $6.50 to $25. Its latest sku, All Bright 2-Step Facial Peel Pads, is intended to enable women to perform chemical facial peels at home. It will be available at select Kohl’s doors — currently about 288 — in January. Additional Kohl’s doors will roll out the BeautyBank brands, including Good Skin, in March.

Good Skin is the latest in a wide variety of beauty brands — among them, L’Oréal, Lancôme, Prescriptives and Neutrogena — to tap the red-hot trend of producing home versions of services once only available in dermatologists’ offices.

The growing popularity of these items is no accident, said Doris Day, the Manhattan-based dermatologist who has helped Lauder develop the Good Skin line. “Because time is so limited for everyone these days,” said the doctor — herself a working mother — “products that offer high efficacy without a huge time commitment are increasingly popular.”

That’s not even mentioning the hit, or lack thereof, to the pocketbook, she pointed out. While a chemical peel — which, admittedly, offers a higher concentration — in a dermatologist’s office might run $150 or more, the home versions are in most cases much cheaper, with all offering multiple uses per purchase. For instance, the Good Skin version costs $30 and offers 30 treatments.

Good Skin’s Facial Peel Pads are applied in two steps. The first pad applied is impregnated with a 10 percent citric acid and lime extract, intended to exfoliate the skin. The second neutralizes the acid with sodium bicarbonate, adds moisture back with sodium hyaluronate and calms skin with aloe. “While this is a very effective peel, it’s also so gentle that it can be done once a week or more without adversely affecting the skin,” said Day.

While neither Day nor Roxann Paulson, executive director of marketing for Good Skin, would comment on projected sales for the product, industry sources estimate that it could add $1 million to the brand’s sales in its first year on counter.

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