By  on July 13, 2007

Freeze 24-7 has come up with an antiaging solution for women on the go with its portable Freeze & Go Instant Smoother and Brightener, a colorless product designed to be applied on top of makeup to eliminate the appearance of fine lines and wrinkles.

"Our consumers were asking for a portable version of our antiwrinkle treatment cream," said Scott Gurfein, Freeze 24-7's president and chief executive officer, who described the new product as a cross between cosmetics and a cosmeceutical skin care formulation. "This is different from our previous antiwrinkle treatment, which is designed to be used on clean dry skin. This is an antiaging solution [that] acts as a touch-up over makeup."

Freeze 24-7 was launched four years ago in fewer than 150 stores. The niche skin care brand is now available in about 3,500 doors and sold in 35 markets worldwide. In the U.S., distribution includes Henri Bendel, Saks Fifth Avenue, Space NK, Fred Segal, Nordstrom, Bliss, select Bath & Body Works stores and Bloomingdal's, in addition to independent boutiques, apothecaries and salons. Currently Freeze offers eight products, including its antiwrinkle cream, which generates a little less than half of the company's overall sales.

Industry sources estimate that the entire Freeze 24-7 business will bring in $60 million in retail sales by yearend. The new Freeze & Go Instant Smoother and Brightener is expected to generate $6 million in first year retail sales alone.

Launching in August, Freeze & Go, priced $65 for .366 oz., is designed to eliminate the appearance of skin imperfections, reduce the appearance of enlarged pores, brighten and plump the skin, increase radiance and protect skin against free radicals and other environmental aggressors.

Gurfein described the product's technology as three-pronged with its silicone-based delivery system designed for smooth application, a multi-layered optical complex for increased luminosity and a proprietary treatment formula that provides a protective anti-oxidant shield.

According to Gurfein, the formula contains components of Freeze 24-7's original antiwrinkle cream, including a natural muscle-relaxing agent, a Chinese herb, Gynostemma Pentaphyllum extract and ethoxydiglycol — all designed to reduce the appearance of fine lines and wrinkles. Other ingredients in the blend include a derivative of vitamin C from Japan, which acts as an antioxidant to protect skin from environmental aggressors. Herbal extracts used in the formula include black tea ferment, orchid extract, pomegranate, tangerine, calendula and grapefruit.Packaged in a shiny red oval case, Freeze & Go contains a mirror and is meant to resemble an iPod.

The company plans to enter Russia, Mexico, Brazil and Spain by yearend. Gurfein added that the company is planning a major media initiative that will include a TV advertising campaign this fall. Executives are aiming to further expand the brand in salons and spas during the next year.

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