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With a new line called No Makeup Skincare, Dr. Nicholas Perricone is planning to bridge the gap between skin care and color cosmetics.

This story first appeared in the March 28, 2014 issue of WWD. Subscribe Today.

“One of the first visible signs of aging begins with the loss of pigment in one’s skin,” said Perricone. “As we age, skin loses its inner radiance and over time takes on a gray facade. This is caused by a decrease in melanocyte activity, as well as a decrease in blood flow, and is further aggravated with excessive environmental exposure and poor lifestyle habits. I designed this collection to help restore skin health and inner radiance while addressing loss of convexity and compromised facial architecture.”

Seven products will be sold at launch. No Foundation Foundation Serum, $55 for 1 oz., is designed to provide antiaging benefits and sun protection with a suedelike finish. No Foundation Foundation, also $55 for 1 oz., provides those same benefits with a dewy finish. No Concealer Concealer is an antiaging concealer that targets discoloration and dark circles. No Mascara Mascara, $30, is an antiaging lash treatment intended to define, lengthen and strengthen lashes. No Blush Blush, $35, is an antiaging serum which also addresses the weakened architecture of cheekbones and contours, said Perricone. No Bronzer Bronzer contains SPF 30 and a hint of color for a sun-kissed glow. And No Lipstick Lipstick, $30, is an antiaging lip treatment “designed to restore the natural color of youthful lips while deeply nourishing and protecting with broad-spectrum SPF 15,” explained Perricone.

No Makeup Skincare will launch in June at Sephora and, as well as on “For the introduction of this new category, No Makeup Skincare, we have chosen an exclusive retail launch with Sephora because they own color in the U.S.,” said Daniel Giles, chief marketing officer of Perricone MD.

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The brand already has shade extensions of several products in development, including a brow product, said Perricone.

While the collection will not be sold as a set, there are plans to introduce a holiday set featuring five stockkeeping units as well as the brand’s top-selling skin-care product, Face Finishing Moisturizer.

In addition, the brand plans national print advertising and a digital campaign. The ads will break May fashion, beauty and lifestyle magazines, while the digital campaign will be kicked off at launch.

While executives declined comment on projected sales, industry sources estimated that the new line could do $30 million at retail globally in its first year on counter.

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