By  on November 18, 2005

PARIS — A new brand is emerging on the doctor scene. It boasts antiaging face and body care, plus post-plastic surgery face care.

Called Clinica Beauty by Ivo Pitanguy, the brand was created by the professor and doctor by that name who specializes in reconstructive surgery.

"The products don't have any perfumes, colorants or chemical preservatives," said Claude Saujet, president of the brand's Geneva-based license holder B.B.C.I.P.

Saujet added Pitanguy's hospital in Rio de Janeiro has treated more than 150,000 cases, and through that the professor honed his understanding of skin — particularly the importance of healthy skin, both pre- and post-op.

"Operating on healthy skin gives much better results," said Saujet.

Clinica Beauty's introduction will take place in three, staggered stages amid tight distribution (primarily through exclusive retail agreements). In France, the line is expected to be sold ultimately in just about 150 of the country's 3,000 perfumery doors, for instance.

The first launch for Clinica Beauty will be of the Previous collection of antiaging face care starting in some markets, including France, Belgium and Switzerland, in early December. Six products make up the line, including a 50-ml. jar of rebalancing formula for $242; a 50-ml. jar of facelifting formula for $220; a 50-ml. jar of neck-lifting formula for $176; a 15-ml. pump of eye contour gel for $155; a 30-ml. pump of lifting serum for $208, and a 30-ml. pump of lightening serum for $188. Come January, the Previous collection will include nine products.

An antiage body care line is due to be introduced in spring in the U.S. — at the same time as the antiaging skin care line's launch there — along with other markets. The collection will have five or six products for retail, as well as three to five items specifically for professionals.

The third introduction in the series, slated for launch within the next 12 months, is of the skin care collection for use after plastic surgery. "It is to help facilitate healing," said Saujet.

An informational Web site for Clinica Beauty, through which people can get doctors' advice, is also in the works.While company executives would not discuss sales forecasts, industry sources estimate the line will generate $10 million in retail volume in its first year exclusively in one U.S. chain.

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