BERLIN — Swiss skin care brand Juvena is undergoing a total makeover.

This story first appeared in the March 18, 2009 issue of WWD. Subscribe Today.

The Beiersdorf-owned brand, which was launched in 1954, has decided to completely revise its market offerings around a new technology and a new product, called Master Cream.

As part of the initiative, current Juvena products will be discontinued in favor of new ones that center on what the company calls SkinNova SC Technology, which combines two elements: an ingredient based on regenerative skin medicine first used on burn patients, called SkinNova, which Juvena first brought to the market in 2004. The second element is a peptide that Juvena said activates the skin’s own stem cells (the SC in SkinNova SC), creating “fresh new skin,” the firm said, with results in 28 to 60 days. Master Cream, a stand-alone product that can be used morning and night, comes in a ridged glass jar with a gold-colored brushed aluminum cap; at 75 ml., it retails for 189 euros, or $244.78 at current exchange. In addition, Juvena is offering ranges of targeted products for specific skin types for consumers who prefer that approach; these include Prevent & Optimize, Rejuvenate & Correct and Regenerate & Restore.

From now on, all Juvena face care products will contain the patent-pending SkinNova SC Technology; and current Juvena products will be removed from the market. Retail partners will return those items in exchange for Juvena’s new line. The existing subbrand monikers Juvedical, Juvelia, Rejuven and Juvenance will no longer be used.

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To assist customers, a guide will be available to explain which new Juvena products best correspond to their favorites, though there won’t be matches for all products. Some categories will not be immediately filled, such as cleansers and possibly body care products.

Speaking at a product launch event last month in Munich, Dirk Trappmann, president and chief executive officer of the La Prairie brand, which oversees Juvena, proclaimed a desire to “blow the dust off” Juvena, a brand European women may associate most with their mothers.

Industry sources estimate Juvena could reach the 25 million euro, or $32.4 million, mark in sales this year. The line will stay in selective distribution, largely within Europe, but some regions will expand their retail presence, according to executives. Juvena is carried in about 3,200 doors throughout Europe and in Canada, the United Arab Emirates, Israel, Cyprus and Turkey. The product will be “pre-premiered” in three high-end department store locations in Germany this month, and a global launch is scheduled for April. The company also plans to relaunch its Web site this month.

Juvena of Switzerland, which was acquired by Beiersdorf in 1990, has long used science as a selling point. The brand, which was originally developed by dermatologists, was ahead of the pack in adding sun protection to its day creams in the Sixties, utilizing vitamin E in skin care and helping to pioneer the use of Coenzyme Q10.

Recently, the brand has integrated subtilisine, an enzyme alternative to alpha hydroxy acids, and DNA nanotechnology into its products.