By  on September 19, 2008

LOS ANGELES — While keeping a firm focus on antiaging, skin care brand Relastin is planning to build on the preliminary success of a current product with a handful more.

The Mountain View, Calif.-based company, known for making items said to increase the production of elastin, a natural skin protein, recently started shipping its new Ultra Emollient, which contains vitamins and peptides as well as its trademarked Zinc Firming Complex, which is also in the brand’s two previous products.

“We wanted to charge up the benefits of the Zinc Firming Complex to include lots of vitamins and antioxidants as well as to boost collagen and elastin,” said Niqui Hunt, marketing director of Revance Therapeutics, maker of the Relastin line. “It’s a supercharged antiaging cream that is designed to give people a bang for their buck.”

While Ultra Emollient, which is being shipped to online stores and dermatological practices that serve as the line’s traditional distribution base, is only the third stockkeeping unit in the brand, Hunt said that, based on the initial enthusiastic response to it, plans are in the works to formulate at least three more products with the emphasis on antiaging.

“As we look at our product line, we really want to emphasize the elastin component, which dermatologists tell us is one of the most important in skin care.” While Hunt declined to reveal too many details about the upcoming products, she said they would most likely target often neglected areas such as the upper lip, hands and neck. There are also plans for an eye cream that can be a light primer for eye makeup.

“As we develop additional products, we want to keep in mind that they have to address unique benefits,” she said. “But they will all definitely have the antiaging and Zinc Firming Complex.”

The new Ultra Emollient, which is priced at $99 for a 1.75-oz. jar, is at a slightly higher price point when compared with Relastin’s other products, a face and eye cream, which retail for $69 each. But Hunt said the Ultra Emollient was designed to be used in multiple ways — as an eye cream, a rich night cream or in smaller quantities as a moisturizing boost for the day.

“We wanted to launch a formula that was more moisturizing and emollient as well as being more active in terms of building collagen and elastin,” she said. “And, as we expand the line, we want to make sure that we don’t gratuitously expand it. We really want to be careful, because the world doesn’t need yet another face cream. We want to make sure that we choose carefully so as to address the specific needs that people have.”

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