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.

The collection boasts “Cell Dynamic” technology that is said to convert free radicals produced as a waste by-product by skin cells into oxygen and so stimulate cell renewal. “It’s like a recycling program,” said Santoro. “Sometimes the skin is overworked and produces so much waste that the effects of a lot of active antiaging creams plateau.”

NuBo, which was founded by Marina Shcherbinina, a former retail consultant, consists of Cell Dynamic The Essence, a serum; Cell Dynamic Day Performance SPF 20, a daily moisturizer; Cell Dynamic Overnight Recharge, a night cream, and Cell Dynamic Overnight Recharge Totale, a night cream for mature and dry skin. In addition, the line includes Intensive Treatments: Vitamin C 12 Percent Concentrate, Lifting Eye Serum, Hydrating Lipids Complex and Plumping Oxygen Boost, as well as two daily cleansers. There’s also Voile, a balm purported to be a treatment-makeup hybrid. Prices range from 30 pounds, or $46.45 at current exchange, for a 120-ml. pump bottle of cleansing mousse to 200 pounds, or $310, for a 30-ml. pump bottle of serum.

The brand, which made its debut exclusively in Harrods here on Nov. 28, will likely generate retail sales of 200,000 pounds to 250,000 pounds, or $309,678 to $387,098, in its first year, according to industry sources.

“We see NuBo as a key player in driving our skin care business forward in terms of innovation and technology,” said Marigay McKee, fashion and beauty director at the department store. “The Harrods beauty customer is increasingly savvy — seeking the most efficacious and cutting-edge products that are available.”

NuBo will be introduced in more U.K. doors, the U.S. and France in late 2009, according to Santoro.

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