After launching a body care brand devoted to pregnant women’s needs, Tanya MacKay and Sian Sutherland are taking on facial skin care with a high-protein formulation intended to reach far beyond giving birth.
This story first appeared in the April 1, 2011 issue of WWD. Subscribe Today.
“Our face care range is called High Protein, because it works on the protein at every level of your skin,” said Sutherland. “It works on the keratin on the surface so that your skin looks the best it can, and the collagen and elastin protein layer by giving skin structure and youthful bounce. It was designed to improve skin tone and elasticity, reduce wrinkles and protect skin from future damage.” Each of the five products is sold with instructions for a 60-second series of facial exercises called Face Fitness. “We each have 57 muscles in our face, and we all believe in the power of exercise for our bodies but not our faces,” said Sutherland. “Whenever you work the muscles you are also stimulating circulation, increasing oxygen and boosting the lymphatic system.”
The range includes Mighty Moisture High Protein Day & Night Moisturiser, $48 for 1.7 oz.; Eye Know High Protein Moisturising Eye Serum, $39 for 0.5 oz.; Mama Mio Clean Slate High Protein Aloe-rich Cleanser, $32 for 5 oz.; Nexercise High Protein Neck & Jawline Concentrate, $45 for 1.7 oz., and Love Your Life Lines High Protein Deep Line Reducer, $48 for 1 oz. The products are sold in about 1,500 doors globally, including Harrods and Selfridges in the U.K. and at the Ritz-Carlton and Canyon Ranch in the U.S., and online at mamamio.com.
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While Sutherland declined comment on projected sales, industry sources estimated that High Protein skin care could do about $5 million at retail globally in its first year on counter.