Plastic surgeon and star of E!’s “Botched” television show Dr. Paul Nassif certainly has a deep understanding of skin.
“When I perform a facelift, I’m literally lifting the skin and can see it from the inside out,” said Nassif, adding that even surgery can’t totally erase signs of aging. “I know exactly what’s happening.” That’s why he is introducing a line launching March 24 on HSN called Nassif MD Bio-Clock Dermaceuticals. “I’m bringing a piece of Beverly Hills to skin-care customers. I decided to do this because I had so many patients asking for it.” The premiere will be on the Beauty Report with Amy Morrison three times throughout the day as well as on HSN.com.
The nine items, retailing from $32 to $85, were created to address visible signs of aging caused by time, busy lifestyles and the environment. Additionally, Nassif said his cocktail of Elasta Derm C (which is in most of the lineup) deals with skin needs during the day versus the night. “The whole goal is the turn back the biological clock.”
Nassif selected HSN for his retail debut because it presents him with a platform to explain the lineup. “HSN, which I’ve always loved, is a leader in skin care. This allows me to talk to and educate consumers as well as show before and after results.”
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Among the claims is that within four weeks of using the Detox Pads and Night Therapy Serum Duo, a clinical study sample saw a 29 percent reduction in creases around the mouth area. “That’s big for a skin-care product,” he said.
While not ruling out expansion to select physical stores, Nassif MD Bio-Clock Dermaceuticals is an HSN exclusive for now. He’ll also appear in May with plans to go on air every six to eight weeks. Nassif has a goal of adding six to 12 items per year with a vision of adding skin-care appliances. The target audience is women 40 and up, but he also hopes to encourage more younger women as well as men to use his collection.
Hydration is paramount, according to Nassif, pointing out that he believes the Hydro-Screen intensive moisturizer will be among the star products. “The demands of a busy lifestyle can create dehydrated tired skin that needs a skin system to return the dermis to a youthful appearance,” he said. He also encourages more attention be paid to necks which lead him to produce Deco-Lift Neck Firming Complex Neck Creme. The range also includes masques, cleansers, day therapy creams and night therapy serums.