By  on December 22, 2008

LONDON — A newborn beauty brand is taking on the aging process here. NuBo, which made its debut in Harrods in November, is positioning itself as a “positive cosmeceutical.” For instance, it claims to offer cosmeceutical-strength formulations without controversial chemical ingredients, including parabens, petrochemicals and sodium lauryl sulfate.

“We want to promise immediate effects with long-lasting benefits, but when working on the formulations we were not willing to accept ingredients such as parabens,” said Ivana Santoro, NuBo’s marketing director, adding the line’s core target is women aged 30 to 65.

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