By  on June 18, 2010

Clinique’s newest skin care product is intended to train a laser focus on wrinkles.

Repairwear Laser Focus Wrinkle and UV Damage Corrector, launching globally in August, is being touted as the next best thing to dermatologist-performed laser procedures at repairing UV damage and wrinkles. “We are very proud of this product because, as the first dermatologist-developed brand, Clinique always seeks to bring the efficacy, safety and knowledge of the dermatologist to the consumer,” said Lynne Greene, global president of Clinique, Origins and Ojon, who claims that the product used over eight weeks can replicate up to 63 percent of the benefits of a dermatologist procedure.“Repairwear Laser Focus, with its groundbreaking technology and the wrinkle-reducing power of a laser, speaks to the number-one global skin care concern.”

The product, said Dr. Tom Mammone, executive director of Clinique research and development, is most effective on those with “starter wrinkles” — women in their 20s and 30s, although it can provide benefits to those outside that range, he said.

The technology — intended to address lines, wrinkles, uneven skin texture and reduced skin clarity — is powered by three patented repair enzymes encapsulated in a liposome delivery system, noted Ricardo Quintero, senior vice president and general manager, The Americas, for Clinique.

Micrococcus luteus is said to work best at night to aid the skin’s ability to visibly repair sun-inflicted damage from UVB rays; photolyase fermentate is said to absorb visible light to promote natural cellular repairand work best in the daytime, and OGG-1 fermentate, derived from the mustard plant, is said to protect cells from oxidative damage resulting from UV damage and aging.

In addition, the formula includes wrinkle-reducing polypeptide technology, said Dr. Daniel B. Yarosh, senior vice president of basic science research for The Estée Lauder Cos. Whey protein is included for its firming properties and retinyl palmitate and acetyl hexapeptide-8 for its collagen-boosting and manufacturing benefits, he said. A cocktail of antioxidants — Vitamins C and E, ergothioneine and pomegranate juice extract — round out the ingredients.

Repairwear Laser Focus will retail for $44.50 for 1 oz. It will be available in Clinique’s full U.S. distribution, currently about 2,000 department and specialty store doors.

This product ties into a growing trend of products providing similar results to dermatologist procedures, said Agnes Landau, senior vice president of global marketing for Clinique, referencing the brand’s best-selling Even Better Skin Tone Corrector, launched last year. “We’re looking to hit the sweet spot of performance and safety,” she said. “This product, which is intended to compete with Fraxyl lasers, is designed to be a gentler alternative. Fraxyl is very aggressive and can cause hyperpigmentation in some ethnicities, not to mention expensive. This product gives similar results with consistent use.”

While the brand plans traditional print advertising, beginning in September fashion, beauty and lifestyle magazines, it will also include a significant digital media campaign as well, said Landau. While none of the executives would discuss sales projections, industry sources estimated that the target for first-year sales globally is about $90 million, with approximately $30 million of that to be done in the U.S., and that about $25 million would be spent globally on advertising and promotion, with about $8 million of that to be done in the U.S.

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