By  on March 11, 2005

NEW YORK — The antiage craze has trickled down to an old standby beauty brand best known for its cocoa butter stretch mark remedies.

E.T. Browne, the makers of Palmer’s skin and hair care products, has launched an antiaging line under Palmer’s Skin Success brand, a four-item line of antiaging formulas made with botanical extracts and natural antioxidants. Palmer’s decided to enter the antiage arena after a survey the company conducted showed how unwilling many women are to have invasive procedures to help them look younger.

“Out of 500 women, 86 percent said they were not willing to get an invasive procedure to get rid of wrinkles,” said Rebecca Brown, director of marketing.

The survey also showed that 62 percent of women are willing to spend up to $50 for an antiaging cream, and when presented with a high-quality product at “real world” prices, they’ll try one.

Indeed, the Palmer’s brand brings credibility to the company’s entry into antiage, especially with its ambitious claims on packaging.

The Face Lift Serum, for example, claims to “help lift and firm sagging skin,” and will provide “instant visible results.” The Age Spot Serum is designed to “lighten age spots, freckles, melasma and dark spots,” while the Skin Stress Cream “calms redness,” and the Crow’s Feet Serum “helps firm and lift eye area.” A kit combines mini sizes of all four items. Each kit retails for $14.

The Skin Success antiage line entered 1,500 Wal-Mart doors in January to great success. As a result, it will enter 250 Target doors and several hundred drugstore doors in May.

TV and print ads have been slotted for the end of March and the beginning of April. E.T. Browne looks to spend as much as $4.7 million. Brown expects the Skin Success antiage collection to generate $9.25 million its first year on shelves.

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