NEW YORK — Another dermatologist skin care line is hitting the market, and claims it’s taking a different approach. Ellen Gendler, a dermatologist in private practice in New York City has developed Dr. Gendler’s Skin Appointments in response to her patients’ frequently asked questions.

According to Gendler, the products were created to be simple, easy-to-understand and suitable for a wide range of skin types. "I came out with products that were the kind my patients ask for," she noted, adding that the products are for "basic problems that everyone deals with."

Skin Appointments is comprised of nine stockkeeping units. They are: Skin Toner, recommended for oily skin and heavy makeup wearers, $25 for a 7.5-oz. bottle; Simply Clean Facial Wash, a mild wash for all skin types, $25 for a 7.5-oz. bottle; Optimal Body Lotion, formulated to be healing and preventative for all skin types, $30 for 7.5 oz.; Foot Recovery Cream, a highly emollient, nongreasy cream, $30 for a 2-oz. jar; Oil-Absorbing Treatment, which contains acrylic polymer to bind oil and mattify skin, $50 for 0.9 oz.; Lip Coat, a light gloss, $15 for a 0.35-oz. pot; Helping Hands, a greaseless, absorbent moisturizer, $30 for a 3-oz. tube; Eye Assist, a gentle cream, $25 for 0.4 oz., and Simply Moisture Facial Moisturizer, a gel-like formulation that contains silicone, $50 for a 2-oz. jar.

While Dr. Gendler would not comment on projected sales, industry sources estimated that the line would do about $2 million in its first year on counter.

Gendler says her mission is to make quality skin care affordable and accessible to consumers. The products will be available beginning at the end of April in select Lord & Taylor stores and independent pharmacies nationwide. While advertising is not planned, the line will be supported by in-store appearances by Dr. Gendler and direct mail. Another priority was not to create products that make impossible claims. "I could never make products that don’t do what they are supposed to," Gendler said. New products are currently in development, as well as plans to expand distribution.

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