By  on August 18, 2010

Natura Bissé is targeting medical spas and dermatologists as well as traditional retail channels with the rollout of a treatment line called the NB Ceutical Collection.

The luxury brand’s new skin care collection offers antiaging products that are free of parabens and allergens, said Tatiana Cornejo, director of education.

The first two products are multipurpose sunscreens, and a serum is due this month, followed by a moisturizer, cleanser and toner in October. The NB Ceutical Collection is aimed at women in their 30s and up who want to protect their skin from inflammation and environmental toxins that cause premature aging.

“There is a medical term for inflammation and aging, and it’s called ‘inflammaging,’” said Michael Ann Guthrie, national sales director. “We’re talking about building and supporting the skin’s natural tolerance against damage from sun, foods, antibiotics, stress, air, allergies.”

The sunscreens are among the highest priced on the market. At $125 for 2.5 oz., the SPF 50 Luminous Shield features beta-glucans to protect the skin from radiation; daisy extract to even out pigmentation; a-bisabolol to diminish redness and inflammation, and vitamins E and F for moisture.

The SPF 30 Daily Defense Oil-Free Fluid, which is $95 for 2.5 oz., offers botanical extracts and collagen amino acids to minimize the signs of aging as well as vitamins E and F.

The NB Ceutical Intensive Tolerance Booster serum is priced at $225 for 1 oz. and is intended to tighten and lift skin and stimulate the repair and recovery process.

The NB Ceutical Tolerance Recovery Cream moisturizer will weigh in this fall at 1.7 oz. for $175, along with the 5.3-oz. Tolerance cleanser and 7-oz. Tolerance toner, each $48.

Natura Bissé is carried at 163 doors in the U.S., including 105 independent stores, 12 spas, 40 Neiman Marcus locations, Bergdorf Goodman and five Barneys New York stores. The family-owned and -operated company is based in Barcelona and has U.S. headquarters in Irving, Tex.

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