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Call it a corrective cocktail: Kiehl’s has combined and stabilized three skin-care ingredients to create its new Super Multi-Corrective Cream.
This story first appeared in the August 16, 2013 issue of WWD. Subscribe Today.
“This will be our biggest skin-care launch in several years,” said Chris Salgardo, president of Kiehl’s USA. “We’re combining three different ingredients which previously were unable to be combined and remain stable. Geoff Genesky, head of Kiehl’s skin-care laboratory and our research and innovation manager, and his team, after working for 17 months on the formula, were able to combine them in a very effective, yet very gentle, formula.”
The three ingredients which make up Tri-Active are jasmonic acid, a substance plants produce when damaged that is said to support epidermal renewal and address wrinkles, fine lines and skin smoothness; beech tree extract, said to improve skin firmness, and fragmented hyaluronic acid, intended to reinforce skin’s short- and long-term moisturization and improve skin barrier function.
“We had to identify ideal ingredients that when combined would quickly and effectively improve multiple skin-care concerns,” said Genesky, noting that these three were at the top of the list.
Genesky and his team had their work cut out for them, however. They had to discover a way to incorporate jasmonic acid without destabilizing the emulsion, a challenge since its high level of electrolytes make it hard to build viscosity, as well as incorporate beech tree extract at a high level without making the product gummy, as beech tree extract is quite sticky, he pointed out.
While suitable for all ages, the brand anticipates that the bulk of consumers will be 40-plus. “The problems this product addresses, especially lifting and firming, are most often cited as concerns by women in this age range,” said Lisa Lesman, assistant vice president of marketing for Kiehl’s.
Super Multi-Corrective Cream will be sold in about 350 Kiehl’s and specialty stores in the U.S. A 2.5-oz. jar will retail for $62.
While executives declined to comment on sales projections, industry sources estimated Super Multi-Corrective Cream could do $10 million at retail in its first year on counter.