With an organic berry blend at its core, enhanced by peptides and other potent antioxidants, a new skin care line slated to launch in March aims to synthesize the best of East and West.
Kumaara — which translates as “youth” in Sanskrit — is the first skin care offering from Los Angeles-based Iconic Labs, which last year offered a Japanese-inspired hair care range, Ookisa. Kumaara, which will be available beginning in mid-March, is a six-item line that “takes the latest advancements in science and combines those with beneficial and healthy ingredients,” said Casi Morris, Iconic’s senior director of marketing, health and beauty. The collection is split between eye and face items. According to Morris, consumer research indicated that women were concerned about aging around the eye area, and would be responsive to products that were founded on natural and organic ingredients but were as effective as their more chemically-based counterparts.
“We wanted to hit both areas to make an ideal product,” said Morris.
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The face products include the Daily Antioxidant Protection, a SPF 15 day cream designed to guard against UV damage and skin texture, and is meant to be used with the Overnight Repair Complex, which promotes rejuvenation. The Luminescent Primer contains organic bearberry, a botanical increasingly used as a skin brightener that is seen as an alternative to hydroquinone. Morris said the primer could be used with or without makeup, on all skin types and tones, and to “give the skin a pop.”
The eye products include Luminizing Eye Treatment, meant for reducing dark circles and puffiness, a cream that contains an organic blend of gooseberries, goji berries and Acai, as well as peptides and growth factors. A gel-form Daily Antioxidant Eye Serum is to help combat fine lines, wrinkles and crow’s-feet, while the Radiant Finish Concealer, which comes in two shades, is designed to provide immediate cosmetic correction for dark circles.
“Based on our consumer research, everyone is worried about aging in the eye area,” said Morris. “The skin there is delicate, and we didn’t just want to create another antiaging cream. We had to target that area specifically.”
Packaging is black and gold to convey some of the collection’s Eastern appeal. Kumaara will initially bow online but is expected it to roll out to beauty boutiques and department stores toward the end of the year. Products are priced between $30 and $40.
While Morris declined to reveal first-year projections, a source close to the launch said that Iconic Labs is expecting to spend at least $20 million in print and online advertising in 2009 for both Kumaara and Ookisa.