MILAN — Diego Dalla Palma has revived its 20-year-old skin care line.

Called Concura ("with care," in Eng­lish), the new incarnation has the same name as the original Diego Dalla Palma skin care line, launched two decades ago by the Milanese makeup artist who founded the brand.

Milan-based AGGF Cosmetic Group, which acquired the Diego Dalla Palma brand in 2001, created new formulations for the line's 10 products. The firm also utilized similar design details from the original line.

Packaged in opaque, white glass with black graphics, Concura includes a cream cleanser, a toner and moisturizing creams.

But Giovanni Sartori, product manager of Diego Dalla Palma, said the line's star product was an antiaging serum called Rinnova ("renewal" in English). Sartori said the serum, to retail for 48 euros, or $65.20, for 50 ml., contains extracts of an African tree called Kigelia africana, which yields substances known for their skin-toning properties. The serum also features a tripeptide formulated from the antivenom of a viper snake, which acts as a wrinkle relaxant.

"The tripeptide has the same effects as Botox; we believe it is one of those ingredients that will revolutionize the cosmetic industry," said Sartori.

Concura first hit shelves in Italy late last month, and will be rolled out to 800 points of sale in Italy by June. Concura also will be launched in 10 doors in Russia by the end of this year, as well as eight doors in Lebanon and 15 doors in Saudi Arabia.

Plans to distribute the line's cosmetics and skin care items in India and Singapore next year are also under way, and the company is working on formulating a whitening line of skin care products for the Asian market.

AGGF's relaunch of Diego Dalla Palma color cosmetics began four years ago. Since then, the brand has been repackaged and it has reached full distribution on the Italian market, said Alessandro Milani, export manager.

AGGF plans to follow Concura's launch with two new body products in the fall, as well as work on more skin care lines targeting specific skin conditions. Plans are also in the works for a fragrance, said Sartori. "There were three different fragrances in the Diego Dalla Palma archive so we want to launch a fragrance eventually, but for the moment, the focus is expanding on the skin care and body lines," said Sartori. — Stephanie Epiro

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