By  on July 20, 2007

LOS ANGELES — Buoyed by the success of its established Cellular Water line, French skin care company Institut Esthederm is about to reformulate and relaunch its entire range of products to include the Cellular Water technology.

The 25-year-old company is about to capitalize on the enthusiastic response to its six stockkeeping unit Cellular Water category, which has been available in the U.S. since 2004, by taking the same process and applying it to approximately 60 existing skin care items.

The unveiling of Osmo Cellular Care takes place in France this weekend. About 15 of the products will be available in the U.S. at the end of August, with the rest of the components gradually being released in the country before the end of the year.

"The Cellular Water patent will replace all the water in our existing products," said Karen McGuiness, vice president of the U.S. headquarters of Institut Esthederm in Annapolis, Md.

The process is based on the concept of "living water," which has the exact same physiological makeup as the moisture in human skin.

Most other skin care lines contain demineralized water, she said, which can be harsh on the skin. The fact that the Cellular Water composition is identical to the natural moisture in the skin makes it easily absorbed.

"It's highly hydrating and much more beneficial for energizing the cells in the skin," she said.

The reformulated and repackaged products will run the gamut of skin care. There are deep cleansers, moisturizers, creams, gels, masks, eye and neck creams and professional products.

Examples include a Hydra-Replenishing Cleansing Milk, the Lightening Buffing Mask and the Pure Cleansing Gel, all packaged in clean all-white containers. A further stream of body products will be launched in 2008.

McGuiness said that, like the Cellular Water line, the Osmo Cellular Care collection is designed to be used on any type of skin, on either gender and across age groups.

"It's for boosting the health of the skin, for any type of treatment," she said. The line will be distributed through day spas and upscale beauty stores across the country. The smaller line is now in about 300 doors around the U.S., including Space NK in New York and Kenneth George Sanctuary in Los Angeles. It can also be obtained through plastic surgeons and dermatologists."We are not a mass market product line," said McGuiness. "We want to work with customers who are really knowledgeable about skin care and are interested in taking care of their skin long-term."

The new Osmo line will carry price points at retail of $37 to $160.

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