Florence Sender is bringing her 30 years of experience in the food business to the beauty industry with the launch of Befine, a skin care line designed to bring health benefits from food to the skin.
Based in Newton, Mass., the new skin care marketer is teaming up with drug store retailer CVS to introduce the 14-item line. Designed to cleanse, moisturize and tone all skin types, Befine aims to provide consumers with a daily skin care regimen. Although the line started rolling out in about 3,000 CVS stores in January, the company plans to reach 6,100 stores by April.
"We're taking the wisdom of food and using it in a way to promote clean and healthy skin," said Sender. "We're not trying to change the aging process. We're creating products that help the skin's everyday damage and stress."
The paraben- and allergen-free line is marketed like a meal to simplify the process. For starters, customers begin with a gentle cleanser, exfoliating cleanser and firming toner. The main course includes a daily moisturizer with SPF 15, night cream and pore-refining treatment scrub. The line's final course features a neck cream, warming clay mask, eye brightening treatment, lip exfoliator, lip serum and cooling peel-off mask kit. Morning and evening samplers containing an item from each of the three courses are also available.
From the cleansers and toners, each $15.99, to the eye treatment, $26.99, each product contains a "hero food ingredient," which is prominently featured on each product's packaging. Each food ingredient is designed to provide the skin its own specific benefit, such as cleaning, toning or moisturizing. For example, the neck cream is composed of mushrooms that firm the skin, iris flowers that tighten the skin and caffeine designed to even out and smooth the skin. Along with a mix of the line's 14 main ingredients including coconut, pomegranate and cocoa, each product contains a blend of rice, wheat and oat proteins.
"Your skin is like a stomach. It digests what you put on it," said Sender. "Since our company is socially responsible, we wanted to have the ability to offer consumers products that were good at a fair price."
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