NEW YORK — Aura Science, the joint venture between The Limited Inc.’s Intimate Beauty Corp. and Shiseido Co. Ltd., is shifting gears for the next phase. With its newest introduction Activate, this relatively young brand is putting a wrinkle in the lineup.

Since its inception, the company has always concentrated on the skin’s daily needs with the Aura 3 System — a trio of basic skin care products comprised of four phases that correspond to the four stages of skin condition in a woman’s lifespan. Now, Activate Skin Builder for Wrinkle Reduction, which will retail for $50 for 1.7 oz., is set to debut in September. It will join Advanced Solutions, a line comprised of products formulated to address issues such as puffiness, deep lines, wrinkles and dullness.

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