Perricone MD H2 Elemental Energy

Dr. Perricone is at it again.

After launching his new hydrogen water venture earlier this month, the dermatologist is releasing — via his Perricone MD brand — a corresponding skin-care line using the element as its star ingredient.

The Perricone MD H2 Elemental Energy collection is comprised of five products touting the ultra-hydrating, antiaging ingredient. They are set to launch this week on perriconemd.com and will rollout to global retail in April.

“Hydrogen has it all,” said Dr. Perricone on a phone call from his office in Connecticut. “Hydrogen is an amazing molecule because it has so many positive aspects.”

A key aspect, according to Dr. Perricone, is that hydrogen provides increased energy to cells in the body. Aging cells are prone to decreased energy levels, Dr. Perricone said, and energy is what is needed to repair them. On the skin’s surface, decreased energy levels in cells lead to signs of aging, such as lines and wrinkles. Another thing to note about hydrogen, Perricone added, is that “it has a very intelligent antioxidant effect and it can scoop up very bad free radicals” that skin cells are subjected to, such as those caused by harsh weather and pollution.

Perhaps more important than the science behind it, the H2 Elemental Energy line homes in on current market trends that appeal to younger consumers, such as hydration and innovative formats.

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Since gaining investment from U.K.-based Lion Capital in 2014, Perricone MD has doubled down on product innovation, unleashing a Millennial-targeted line called Pre:Empt last year. Industry sources estimate the brand is close to hitting $100 million in annual net sales.

“The launch of H2 Elemental Energy allows us to continue to innovate in a scientifically advanced way our brand loyalists have come to expect, while also reaching an a broader consumer base,” noted chief executive officer Mary van Praag.

Chief innovation officer Chris Caires noted that the brand expects the H2 Elemental Energy to be its next hero line after the launch of antiaging range Cold Plasma in 2009.

“This [line could be] for someone in her 20s, but could range in the 30s and 40s as well,” said chief marketing and sales officer Jessica Hanson. “We’ve been looking at the problem of dehydration and it affects so many people.”

The hero product is the Hydrating Cloud Cream. Priced at $80, it is designed to feel airy and “cloudlike” while delivering deep hydration. There is also the Hydrating Booster Serum, $100; the De-Puffing Eye Gel, $75; the Firming Foam Mask, $50, and the Advanced Renewal Infusion Serum, $240. The infusion serum is actually an “intensive” system to be used in addition to regular skin-care for one month, three to four times a year. The system is a kit that contains a set base serum liquids and a concentrated powder to be mixed into the serums.

Specially for the new line, packaging was given a break from the traditional Perricone MD brown apothecary glass. The new containers are metallized silver, purposefully opaque so the hydrogen remains stabilized. “We wanted to approach [packaging] in a modern way, keeping the styles gender neutral. And the blue [font] is a very refreshing and [broadly appealing] color,” Hanson said.

The line is set to launch on QVC on April 5. The Advanced Renewal Infusion Serum will be an exclusive to the network and QVC.com. After QVC, the line will roll out into Ulta Beauty, Sephora, Nordstrom and each retailer’s respective e-commerce site

Perricone MD is growing internationally as well. Its second-largest market after the U.S. is the U.K. — Harrods is the number-one global door, though QVC is its biggest channel — and Australia and the U.S. are not far behind. Caires noted the brand is quickly developing business in Latin America and Asia-Pacific, and China is next on the list to be a major market.

“We’ve been in China for a long time but not sold on the mainland,” Caires said. He cited a recent change in Chinese law regarding the registration of cosmetics that will allow Perricone MD to avoid Chinese animal testing requirements. “Essentially, it allows products to be registered with provincial governments instead of national governments, and provincial governments [don’t require products to be tested on animals].” Perricone MD is sold in Hong Kong and on the Chinese QVC network, but Caires expects China will become a significant market with Mainland expansion. “The Chinese consumer likes our products — our supplements and our skin care.”

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