NEW YORK — Nicholas Perricone may not push cosmetic enhancement for his patients, but the dermatologist’s skin care range has undergone major surgery.

This story first appeared in the March 28, 2008 issue of WWD. Subscribe Today.

When the brand’s wares are unveiled next month at its Madison Avenue flagship boutique here, a more modern, sleek lineup will emerge, replacing the signature brown-bottle, apothecary look of the products. Along with the line’s new streamlined appearance comes a streamlined name: PerriconeMD Cosmeceuticals will replace N.V. Perricone M.D. Cosmeceuticals.

Lynda Berkowitz, the firm’s senior vice president of sales, said the redesign is geared toward making the line, which has a technical positioning, easier to shop.

“We noticed a change in consumers’ shopping patterns,” said Berkowitz. “It used to be that she relied on the recommendation of her dermatologist or aesthetician. Now she has the confidence to make her own decision.”

To encourage that process, the revamped line — two years in the making, said Berkowitz — groups PerriconeMD’s 58 technology-laden products into five color-coded categories: Science, Age Prevent for youthful skin (green); Science, Age Correct for fine lines (brown); Science, Age Less to plump deep lines and sagging skin (platinum); Science, Skin Clear to treatment and prevention of acne (blue), and Science, Targeted Care for specific needs, ranging from sunscreen to skin-smoothing treatments (white).

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Each category — save for Targeted Care — includes a starter kit designed to introduce customers to the line. Each also is fortified with accompanying supplements. For instance, Age Prevent includes a 30-day supply of Skin & Total Body Dietary Supplements.

The brand also has simplified a handful of product names. For instance, Concentrated Restorative Cream is now Restorative Night Cream, and Nutrient Face Fortifier became Nutrient Fortifier.

PerriconeMD is currently carried on QVC and at more than 350 doors, including Neiman Marcus, Nordstrom, Sephora and specialty shops like Bluemercury.

Bluemercury’s founder and chief executive officer, Marla Malcolm Beck, credits the revamp with streamlining the line to make it easier for consumers to understand what products are appropriate for them. Referring to the brown bottles of yesterday, she said, “Perricone’s modern technology didn’t fit with the old apothecary feel. The new, clean lines says ‘We’re advanced.’”

She said Bluemercury anticipates a hefty sales bump from the refresh, adding that when the L’Oréal-owned Skinceuticals brand repackaged, the beauty boutique saw sales of the skin care line double.

Betsy Olum, senior vice president at Sephora, nodded to PerriconeMD’s newly established color-coded categories and its move to place clinicals touting the products’ efficacy on the outer carton.

“In a retail environment such as ours where a ‘help, not hassle’ approach is utilized by our sales staff and where clients are encouraged to explore and experience products, it is important that the consumer understands what they are purchasing and why they need it from the onset. The Perricone repack most definitely achieves this,” said Olum.

PerriconeMD is slated to hit stores in May.

Earlier this year, the company introduced Ceramic Eye Smoother, and several more launches are on deck for 2008, namely a skin-brightening product slated to launch this fall and a handheld device called Light Renewal, due out this July. A trio of new products last year, and the brand’s first ad campaign, fueled the company’s 2007 wholesales sales up 20 percent to $75 million, according to industry sources. They estimated the revamp will boost sales by 20 to 25 percent this year.