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EmerginC’s Organic Push

EmerginC launching five products called Scientific Organics, designed to fight the appearance of aging and detoxify the skin.

Scientific Organics’ Phytocell Cream.

Skin care marketer EmerginC is taking an organic turn with a new brand comprising five products called Scientific Organics.

This story first appeared in the July 16, 2010 issue of WWD.  Subscribe Today.

The items, which are due to reach EmerginC’s upscale spa distribution Aug. 1, are by and large designed to fight the appearance of aging and detoxify the skin.

Ian Lirenman, founder and chief executive officer of EmerginC, which was launched in 1996 and now includes roughly 58 products, said Scientific Organics builds upon the firm’s positioning as a “results-driven,” paraben, synthetic fragrance and color-free brand.

“We thought the logical progression was for us to develop organic products, as well,” said the Vancouver native. “We’re trying to be as green as possible.”

Scientific Organics, whose products are billed to be at least 70 percent organic, uses ingredients that are certified in the countries where they are sourced, according to Lirenman.

A major challenge with such an initiative, according to Lirenman, is finding a balance between using “natural” ingredients and creating efficacious products. “With organics, people are suspect that they don’t work,” he said.

The Scientific Organics lineup includes Kombucha Cleanser, 120 ml. for $34, which features the fermented tea, as well as grape stem cells, algae extract and glycerin. Spirulina Toner, 120 ml. for $30, features the blue green algae, used for its amino acids, minerals and rhamnose. And, Phytocell Serum, 30 ml. for $75, is an antiaging product also formulated with kombucha, grape stem cells and algae extract.

Additionally, Phytocell Detox Mask, 50 ml. for $50, uses French green clay, and Phytocell Cream, 50 ml. for $85, is also an antiaging product that features grape stem cells, algae extract and glycerin.

Packaging features vegetable inks and Forest Stewardship Council-certified boxes. Also, for every Scientific Organics retail-size item sold, EmerginC has pledged to plant a tree.

Plans call for the addition to the Scientific Organics range later this year of a sunblock, peel pads, clarifying serum and an eye treatment.

EmerginC can be found at several hundred spas in the U.S., such as CordeValle and Rancho Valencia in California, Miraval in Arizona, Qua at Las Vegas’ Caesars Palace and the spa at Wynn Las Vegas. It’s also distributed at several hundred spas in Australia, about 100 locations in New Zealand and 75 doors in Canada.

The firm has plans to enter the South Korean and Chinese markets later this year.

In addition to offering products for use by spa staffers during treatments, EmerginC’s full retail assortment includes peptide-infused anitaging, antiacne and antirosacea products, as well as cleansers, masks and peels, ranging in price from $27 to $145.

The brand also is launching midmonth Red Carpet Primer, a tinted formula intended to match multiple skin tones. The vitamin C-infused product features plant-based hydrating and plumping microspheres and is designed to immediately reduce the appearance of fine lines and wrinkles.

The product introductions and new international distribution could help push total revenues of EmerginC from $7 million in 2009 to $9 million this year, according to industry sources.