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Kinerase’s newest consumer launch, C8 Peptide Intensive Treatment, got a hand from a friend Tuesday: Courteney Cox, who has served as the spokeswoman for Kinerase since March 2005.
This story first appeared in the November 14, 2008 issue of WWD. Subscribe Today.
“I’m someone who is extremely interested in skin care, and have been for years,” said Cox, clad in a sleeveless chocolate brown Nina Ricci dress and Thomas Wylde heels, after an event at Manhattan’s Milos restaurant on Tuesday. “I used to lay in the sun as a kid, so I have a lot of making up to do. What’s great about Kinerase is that it’s a company where I have input. I can call up and say, ‘You know what would be great, if this cream was a little thicker.’”
Cox joined Alexandra Coles, vice president and general manager of U.S. dermatology, cosmeceuticals division, at Kinerase parent Valeant Pharmaceuticals North America, to introduce both the consumer treatment and a dermatologist-strength version called Pro+Therapy C8 Peptide Intensive Treatment.
The consumer option uses a blend of stabilized vitamin C and eight amino acids called SNAP-8, which the company is billing as a second generation of argeriline — a staple of the company’s best-selling C6 Peptide line. The updated version is said to help boost collagen production, combat hyperpigmentation and combat wrinkles caused by repetitive facial expressions, Coles explained. Kinetin, which is in every Kinerase product, is said to improve the appearance of fine lines and wrinkles and increase skin’s ability to make moisture. The Pro+Therapy version also adds zeatin, a plant growth factor said to work synergistically with kinetin to improve more severe signs of photo damage and hyperpigmentation.
C8 Peptide will hit shelves in January at a price of $98 for 1 oz. The Pro+Therapy version will retail for $119.
While she acknowledges that it might get a little expensive, Cox said she’s been using the new cream not only on her face, but on her arms, legs, neck and décolletage. “I’m spoiled — I get to use any of the products anytime, so I really do put it all over,” she said. “I say it like it is and how I feel about everything, which is both a good trait and a bad trait. I can honestly say I love this product.”
The C8 Peptide retail product will be available in about 600 doors, including the brick-and-mortar and online stores of Nordstrom, Sephora and Ulta, as well as kinerase.com. The dermatologist version will be available in about 3,000 doctors’ offices.
While executives declined to discuss sales projections, industry sources estimated that the C8 franchise has the potential to generate $6 million in retail sales next year.
What’s in the future for Cox’s partnership with Kinerase? “I’ll work for Kinerase as long as Kinerase wants to work with me — if I don’t age much, it’s all because of them!” she said with a laugh, adding that next on her wish list is a neck cream.
That could come in handy on the set of her new comedy, “Cougartown.” “We’ll be shooting the pilot sometime in late January, early February,” said Cox.