NEW YORK — PH Beauty Labs is taking a cue from needle-wielding doctors everywhere.

The company is launching Botopical Instant Wrinkle Eraser, a line of products positioned as wrinkle fighters for aging areas on the face.

Botopical, which plays on the name of the now-ubiquitous wrinkle injection treatment, Botox, addresses the lips, eye and brow areas. Botopical products are formulated with a patent-pending microfusion complex, as well as natural extracts, to invisibly bond with lines and creases on contact and fill them in.

The Botopical Instant Wrinkle Eraser Forehead Smoother contains natural copper to tighten and firm the skin, as well as green tea extract, a natural antioxidant. Botopical Instant Wrinkle Eraser Eye Repair uses caffeine, a natural astringent and antioxidant, to reduce undereye puffiness. Vitamin K in the product’s formula looks to lighten undereye circles, while cucumber extract is added to restore moisture.

Botopical Instant Wrinkle Eraser Lip Treatment has olive extract, a natural antioxidant, to battle free radical damage and to hydrate skin, ultimately reducing feathering around the lips.

The 0.5-oz. individually wrapped products will retail for $13.99 per box. Each treatment is estimated to last between eight and 12 hours, according to pH Beauty Labs president Mark Freeman, who also said the product appears matte on skin after application. Users are instructed to dab a small amount on lines, alone or under make-up. Botopical may be used with a moisturizer before application, if necessary.To remove, cleanse face as usual.

Botopical begins shipping in the middle of June in time for July planogram resets. Botopical will be available in drug stores such as CVS, Duane Reade and Eckerd.

In most stores, Botopical will be merchandised in the antiaging section of the facial care set. In addition, many accounts also will carry Botopical in a mini 12-piece counter unit housed at the end of the aisle, or in the pharmacy or cosmetics section of stores.

Botopical’s launch will be supported with in-store demos, sampling and couponing. Advertorials will follow the launch in beauty and lifestyle magazines. Botopical’s first-year sales are expected to reach $20 million.

Freeman believes Botopical addresses the demand for antiaging products and speaks to an area of premium skin care. “We see this as the safe alternative to Botox without the pain and expense,” Freeman said.PH Beauty Labs plans to add several new items to the line for spring 2004. Products currently being developed are not exclusive to the face.

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