By  on September 3, 2010

LONDON — Ren is aiming to banish blemishes, naturally.

The treatment brand, which is celebrating its 10th anniversary this year, is introducing ClearCalm3, a four-unit line that focuses on acne and blemishes. The collection, which is being launched in Sephora in the U.S., is part of a plan to grow Ren’s presence significantly in the American market, which represents between 15 and 20 percent of annual sales. It focuses on issues, including excess sebum, the buildup of dead skin cells and blemish-causing bacteria, which cause acne and breakouts and are often experienced by people from their teens through their mid-20s. Ren’s traditional customer is aged 30-plus.

“One of our main objectives is to really do everything we can to grow to become a significant presence in the U.S.,” said Antony Buck, one of Ren’s co-founders.

Comprising Anti-Blemish Clay Cleanser, Anti-Blemish Day Fluid, Anti-Blemish Night Serum and Anti-Blemish Treatment Mask, which will be called Acne Treatment Mask in the U.S., the line’s ingredients include French clay, manuka honey extract, licorice extract, sulfur and zinc salts.

“The products do not contain nasties that can irritate the skin,” said Buck. “It’s an alternative for people as it delivers active ingredients that don’t stress the skin.”

Products will range in price in the U.K. from 18 pounds, or $27.70 at current exchange, for a 150-ml. pump bottle of Anti-Blemish Clay Cleanser to 28 pounds, or $43, for a 50-ml. pump bottle of Anti-Blemish Treatment Mask.

Ren is also sprucing up its existing portfolio by rejiggering packaging and introducing clearly defined subcategories over the next six months.

“The signposting for the products will be clearer,” said Buck, adding products will be displayed in-store by a color-coded subcategory, such as the ClearCalm3 anti-blemish line, rather than by product type, which is currently the norm. Names are also being simplified and there will be a focus on heightening awareness of Ren treatment items as being suitable for sensitive skin.

“We’ve not really been overt enough and clear enough about why [it’s preferable] to use products that are free from chemicals,” said Buck.

Buck said the company is aiming to continue its annual 20 percent-plus growth rate. According to industry sources, Ren generates annual retail sales of between 30 million pounds and 40 million pounds, or $46.1 million and $61.5 million.

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