By  on June 13, 2008

Vichy Laboratories, the L'Oréal-owned French skin care brand, is diving deeper into its water heritage with new products across three lines, slated to launch this summer.

Aqualia, NormaDerm and NeOvadiol are each designed to hydrate skin and promote health and moisture.

Aqualia, which uses mineral-based water as an active ingredient, will add Aqualia Thermal Eye Gel, designed to enhance blood circulation and decrease the temperature under the eye. Aqualia also will introduce a face cream, called Aqualia Thermal 24 Hour Hydrating Care, for night and day, with minerals said to act as antioxidants to renew skin.

Vichy also is emphasizing its year-old NormaDerm Night Anti-Imperfection Care. NormaDerm Night Anti-Imperfection Care is billed as the first night cream to address oily skin. The formula combines L'Oréal's skin-permeating technology with Zincadone A to reduce oil by 71 percent the next morning, according to Vichy. Maeve Coburn, Vichy's U.S. general manager, said NormaDerm Night has yielded a 96 percent repurchase intent score since its launch.

On the antiaging front, NeOvadiol, a line tailored for hormonal aging, plans to roll out NeOvadiol Night Crease-Smoothing Densifying Care, a formula said to restore lipid structure with Pro-Xylane, "an antiaging molecule that fights the loss of skin density." Peter Foltis, director of research and development for L'Oréal, said the lipid structure starts to lose its density in women after age 50 and this formula is meant to increase the density, making the skin feel and look firmer. Vichy's NeOvadiol also plans to introduce a lip and eye cream, NeOvadiol Contours Lips and Eyes, to moisturize and increase smoothness in the lip and eye area. This product also can act as a cosmetic primer.

Vichy aims to expand its U.S. presence with the products. Laura Kakon, Vichy's international marketing director, said Aqualia, Vichy's leading line, helped the brand reach $1.3 billion in sales worldwide.

Vichy entered the U.S. market in 2005 to bring a European pharmacy feel to drugstores in the States.

The products are slated to launch in July in Vichy's distribution of 1,000 drugstores nationwide.

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