By  on February 2, 2007

St. Ives is getting in on the popular sunless tanning trend in skin care by expanding its franchise with Healthy Brilliance, a line of moisturizers designed to tan the skin gradually while renewing, protecting and firming the skin.

“Healthy Brilliance is a testament to the evolution of St. Ives as a more natural and prestige beauty brand,” said David Kroll, who joined Alberto-Culver as vice president of skin care marketing and innovation last October. “Our entry into glow is designed to elevate St. Ives as a trusted resource in beauty.”

To be launched in March in 60,000 U.S. food, drug and mass stores, Healthy Brilliance offers three glow body moisturizers and one exfoliator. Renew & Glow, Protect & Glow, Firm & Glow and Brighten & Glow Exfoliating In-Shower Body Polish will retail for $6.99 each.

“This is the first glow moisturizer combining true skin benefits with a great sun-kissed glow that women are looking for,” said Kroll.

With the new line, St. Ives wants to solve the trade-off consumers feel when using tanning moisturizers. According to company research, women felt they weren’t receiving beauty benefits with the tanning products.

“Most traditional moisturizers focused on ‘glow,’ but we wanted to make sure to develop products combining the best in class when it comes to anti-aging, sun protection and firming, coupled with the glow product that has a powdery feel on the skin,” said Kroll.

Each of the line’s moisturizers offers different benefits. Renew & Glow Body Moisturizer contains an antioxidant complex with grape seed, olive and green tea extracts, which are designed to fight free radicals that damage skin and cause premature aging. Protect & Glow helps protect skin from UV rays and sun damage with its octinoxate and oxybenzone ingredients. Firm & Glow is designed to stimulate circulation with its skin-firming complex composed of ginseng and caffeine. Designed to even out the skin tone before applying a self-tanner, Brighten & Glow Exfoliating In-Shower Body Polish contains natural sugar crystals that help exfoliate dead skin cells.

According to Kroll, Healthy Brilliance will be supported by a “broadly reaching integrated communication plan” that will break in April.

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