NEW YORK — The company that introduced stretch cream-turned-cult antiaging product StriVectin-SD is back — with an even more specific problem-solving product, dubbed Hylexin.
The $95 eye cream, which had a limited launch in Bloomingdale’s in April, targets dark, under-eye circles and chronic puffiness. On May 23, the product will roll out to department and specialty store doors, including Macy’s, Saks Fifth Avenue and Sephora. Both StriVectin-SD and Hylexin are distributed by Basic Research, a Salt Lake City-based company, although they are manufactured by two separate companies: Klein-Becker USA and Bremenn Research Labs, respectively. In addition, both products were produced under the guidance of the same marketing and research and development company, Majestic Media.
Like StriVectin-SD, Hylexin is built on a philosophy that, regardless of brand name or recognition, consumers are happy to buy a product as long as it’s effective. “We don’t think that the public really cares who makes a product as long as that product works,” said Gina Gay, director of marketing for Majestic Media. In fact, the product name itself means absolutely nothing, according to Gay: “It’s a random name that our marketing came up with — we wanted a name to project that the product will work.” As a result, Majestic Media is making no effort to make any connection between Hylexin and its now well-known sister brand (which won the spot of top-selling department store facial skin care product in February 2004, according to NPD Beauty). “Each product is strong enough to stand on its own,” said Gay.
Louis Rinaldi, director of product acquisitions for Majestic Media, said that dark circles and puffiness are caused by several factors, including lack of sleep, genetics and age. Specifically, dark circles can often be attributed to broken capillaries around the eye area, while puffiness is usually caused by “leakage” of protein and water from the blood, which gets into the tissues under the eyes and creates a swelling effect, he said. “As a young person, if you have a late night out you may see dark circles in the morning, but that may subside after a day or two,” said Rinaldi. “But over [age] 30, skin becomes thinner, and the capillaries are more exposed.”
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Hylexin’s key ingredients include hesperidin methyl chalcone, which is said to decrease the tendency of disrupted capillaries to leak fluid, dipeptide valyltryptophane, which is meant to improve lymphatic circulation, and lipopeptide pal-GQPR, which improves firmness and elasticity and decreases inflammation, according to the company.
The launch of Hylexin is being supported by print advertising featuring the catchphrase “Serious dark circles?” and a model with linebacker-worthy black markings under her eyes. The ads are appearing in major women’s fashion, beauty and lifestyle magazines. Gay noted that the company will “test a TV campaign” in the next couple of months as well. As far as the possibility of expanding on the Hylexin brand with additional products, she said that the company is “planning on several different options” but would not go into detail.
Although executives declined to comment on first-year sales for Hylexin, Gay noted that the product’s performance in Bloomingdale’s in its first two weeks was “30 percent better than initial sales for StriVectin-SD.” Industry sources expect Hylexin to do up to $5 million in first-year retail sales, with about $1.5 million spent on advertising.