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Kiehl’s Focuses on the Eye

The brand is launching its Super Multi-Corrective Cream offering in mid-August.

Kiehl’s has its eye on an addition to its Super Multi-Corrective Cream offering — Super Multi-Corrective Eye-Opening Serum, due in mid-August.

“After we launched our Super Multi-Corrective Cream last August, we turned our efforts to the eye area, as that is a major concern for nearly all of our customers, even those in their 20s,” said Chris Salgardo, president of Kiehl’s. “Kiehl’s Super Multi-Corrective Eye-Opening Serum was developed to address aging around the full orbital area, with key ingredients to help target the distinct behaviors of the entire eye area.” Salgardo added that the serum is intended to smooth, lift, firm and restore youthful shape to eyes.

“The eye area is one of the first places to show the signs of aging,” said Dr. Adam Geyer, consulting dermatologist for Kiehl’s. “Eye-area aging occurs around the entire eye contour, with the appearance of lines and wrinkles, crow’s feet and the tough-to-address sagging skin.”

“Most eye creams and serums address fine lines, wrinkles, dark circles and some loss of elasticity,” added Dr. Geoff Genesky, head of Kiehl’s Skin Care Laboratory and the company’s research and innovation manager. “Our research and innovation team wanted to bring true innovation to the aging-eye category, with five-in-one, true ‘eye-opening’ results. This required the use of an effective, yet gentle ingredient — botanically derived rhamnose — plus an extremely well-documented hydrating polymer, sodium hyaluronate, to visibly smooth wrinkles around the lateral and lower orbital area, resulting in younger-looking eyes.”

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Rhamnose is said to promote cell proliferation, thus helping increase epidermal thickness, which is key to addressing the thinning eye area, said Genesky. The ingredient is also said to reinforce the skin’s structure by stimulating the synthesis of specific proteins involved in skin cohesion.

Skin-illuminating minerals are included to provide instant brightening results.

The product will retail for $48 for 15 ml. While Salgardo declined comment on projected sales, industry sources estimated that the serum could do about $6 million at retail in its first year on counter.

A second serum, Hydro-Plumping Re-Texturizing Serum Concentrate, is intended for full-face use and will bow in October, said Salgardo. The product, $58 for 1.7 oz., is intended to address age-related dehydration. “Unlike dry skin, which is a skin type that lacks oil, age-related dehydration is caused by an imbalance and lack of water within the skin that occurs as we age, meaning even oily skin types can experience this condition,” said Salgardo. “When age-related dehydration occurs, skin is not only more prone to showing signs of aging sooner, but it can also appear dull, tired and depleted.”

“Kiehl’s Hydro-Plumping Re-Texturizing Serum Concentrate was inspired by dermatologist antiaging hydration procedures, such as Juvéderm Hydrate, and is formulated with a potent complex of plant-based glycerin, a natural moisture magnet, and Shiso Leaf extract, which helps protect the anchoring of deep moisture into the skin’s surface layers,” said Geyer. “Plant-based glycerin is a time-tested, renowned skin-care ingredient known for its highly efficacious hydrating benefits. While some forms of glycerin are synthetic, the glycerin used in Kiehl’s Hydro-Plumping Re-Texturizing Serum Concentrate is plant-based, derived from sources such as palm fruit, rapeseed and coconut. It is hygroscopic, which means it absorbs water from the environment into the skin. Not only does it pull water into skin, it goes a step further, creating a reservoir effect and enhancing the water-holding capacity of the skin, helping to promote skin elasticity and facilitating healthy epidermal-barrier function. Also, glycerin has been shown to help desquamation, encouraging healthy new cells to reach the skin’s surface.”

“Dermatologists have long considered dehydration as a factor that accelerates aging, yet it has often only been treated with procedures or simple moisturizing ingredients,” said Genesky. “This innovative formula acts on one of the key causes of dull, tired, aging skin to offer a clinically demonstrated antiaging solution for customers of all ages.”

Industry sources estimated that Hydro-Plumping Re-Texturizing Serum Concentrate would do about $8 million at retail in its first year on counter.

Both products will be sold in Kiehl’s full U.S. distribution — 300 specialty stores and 53 freestanding Kiehl’s doors.