By  on July 10, 2009

LOS ANGELES — France-based skin care company Vichy Laboratoires, owned by L’Oréal, is aiming to cover every base in its repertoire of problem-solving skin care collections with four new items.

Among the more anticipated arrivals is the Normaderm Pro Mat Ultra Mattifying Oil-Free Lotion, a light cream with SPF 15, designed to treat excessive shine and oiliness. The lime green and white tube, packaged like other products in the Normaderm collection, will retail for $21.

Then there’s Aqualia Mineral Balm, a thick cream housed in a pump dispenser and containing a highly concentrated amount of Vichy’s signature thermal spa water, which is naturally enriched with 15 trace elements and mineral salts. This active ingredient targets dehydrated skin. The product is free of parabens, fragrances and preservatives, and will retail for $35.

New Liftactiv products — the line was relaunched as Liftactiv CxP earlier this year — include an SPF 20 lotion and Liftactiv CxP Dry Skin Formula, a cream designed especially for chapped or leathery skin. Like the other products in the Liftactiv CxP line, they contain peptides and vitamin C to help fortify new fiber-producing cells. Both products will retail for $43.

According to industry sources, the addition of these four products could increase business by up to 20 percent over the next 12 months.

The items launch in late July to Vichy’s current U.S. distribution base — about 700 drugstores.

The U.S. launch of the Vichy items will coincide with a global launch, said Sarah de Joybert, vice president of marketing for Vichy U.S.

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