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Korres’ Targets Mature Customers

Korres is out to make natural skin care products appealing to women of all ages.

Korres is out to make natural skin care products appealing to women of all ages.

With natural and organic skin care mostly winning over 18- to 35-year-olds, the Greek all natural skin care and cosmetic company said its latest launch, Quercetin and Oak Anti-Aging, would tap an older female customer and uses nobel-prize winning research, company officials said.

Lena Korres, co-founder of Korres Natural Products and head of new product development, said the three-item line will be the first to use research on proteasome, “a catalyst within our cells responsible for breaking down and eliminating damaged proteins.” As a woman ages, according to the research, this activity decreases, and is a leading cause of visual aging. With a night cream, a day cream (one for normal-to-dry skin and one for normal/combination skin) Korres will use a patent pending technology of quercetin, or oak tree bark, which is said to boost this proteasome activity. The new technology is completely natural, Korres said, and gives the same effects as retinol and other antiaging chemicals.

“Clinical studies revealed that 100 percent of the night cream users saw visible improvement in skin elasticity and overall texture….We’re confident the line will be popular with all of our clients, not just clients looking for a natural solution,” said Allison Slater, vice president of retail marketing at Sephora U.S.A., where the line will be sold exclusively beginning in late July.

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The natural skin care trend has been growing rapidly. However, in terms of what products consumers are looking for other than moisturizers, “the most important attributer women are looking for is antiaging,” said Karen Grant, senior global industry analyst and vice president of The NPD Group. Older women tend to gravitate toward chemically based products because of its proven positive effect, she said.

“The key is how effective the product is, then how natural it is,” said Grant. “The consumer will try anything as long as it proves to be effective.”

Korres’ Quercetin and Oak Anti-Aging day creams and night cream look set the bar high in efficacious natural beauty products.

“It will change the face of the company and add new standards to the industry,” said Robert DeBaker, chief executive officer of Korres America.

The day creams will sell for $48 for a 50-ml. jar and the night cream will sell for $52 for 40-ml.

Sephora will have the U.S. exclusive for selling the new line, but globally it will be available in El Cortes Inglés in Spain; Kit Cosmetics in Australia; Tsum in Russia, as well as other upscale department stores and high-end pharmacies in France, Japan, the United Kingdom and Greece in late September. Industry sources are projecting the new line will generate $10 million in sales in the first year, globally.