By  on August 31, 2007

It's a brave new world for Priori Bioengineered Skincare.

The line, formulated by leading cosmeceutical research scientists Joseph A. Lewis 2nd and Joseph C. DiNardo, uses idebenone as a key ingredient in a high-tech skin care range launching in the U.S. this fall. It launched in international markets in 2004.

Lewis and DiNardo long have been on the cutting edge of the cosmeceutical revolution, having introduced glycolic acid-based skin care products in 1983, and more recently bringing idebenone — which Lewis calls a "superceutical" — to the market in 2005. Lewis and DiNardo continue to hold the patent on idebenone through one of their companies, PCR Technologies, and license it to other firms for their use.

"Idebenone is related to the vital mitochondrial enzyme Co-Q10 and, unlike typical antioxidants, is a mitochondria-targeted respiratory chain antioxidant which treats aging at the cellular source," explained Lewis. "It decreases the appearance of fine lines and wrinkles, improves uneven skin tone and texture, brightens the look of skin, reduces the appearance of unwanted pigmentation and offers maximum protection against environmental stress."

Not only that, Lewis said, but "idebenone is good for every single organ in your body, not just your skin." In fact, Lewis said, internal idebenone is currently being used to treat many health conditions, including Alzheimer's disease and cardiomyopathy — a reason why the Priori line offers an ingestible idebenone supplement.

Lewis noted that Priori's key product, Radical Defense, includes both SPF 30 and an environmental protection

factor. "SPF only protects skin from photo rays. EPF is the measure of an antioxidant's ability to protect against free radicals and oxidative stress," he said. Lewis and DiNardo's Pharma Cosmetic Research developed and holds the patent on EPF. "Protecting the skin with SPF only is like protecting your skin with swiss cheese. It has holes in it. EPF isn't the cheese, it's the substance that fills in the holes. Idebenone does that the best."

A 30-ml. bottle of Radical Defense will retail for $120.

The balance of the line includes Idebenone Supplement, 60 ingestible capsules for $60; a 180-ml. facial cleanser with idebenone, alpha hydroxy acid and beta hydroxy acid, $39; an eye serum, $96 for 15 ml.; Moisturizing Facial Cream, $96 for 50 ml., and Even Tones, a skin-clarifying product with idebenone and methyl gentisate, $96 for 1 oz."Priori is not a 'derm' brand — it is a scientist brand," said Michelle Balmer, vice president of development and education for True LLC, which is distributing Priori in the U.S.

Already available overseas, the line will enter spas and medi-spa doors in the U.S. in November. The brand's goal is to enter 150 doors in its first year of operations in the U.S. Priori also has hired Regis Haberkorn as its chief operating officer here.

While the executives declined to discuss sales figures for the brand, industry sources estimated that the brand did about $5 million at wholesale over the last calendar year, in about 1,000 global doors. That dollar figure, said sources, could easily more than double once the brand is released in the U.S. By yearend 2008, the brand would like to have 1,800 global doors.

Next up from Priori: the Advanced AHA With LCA Complex line, launching at the end of this year. That line will include Gentle Facial Cleanser, Perfection Facial Gel, Skin Renewal Cream, Barrier Repair Complex, Soothing Eye Serum, Daily Defense SPF 30 and Hand & Body Revitalizing Lotion. Each product includes the brand's leucocyte common antigen, or LCA, complex, which includes varying percentages of lactic compound depending on the item.

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