Natura Bissé, the luxury skin treatment company based in Barcelona, will introduce its first tinted moisturizer, called The Cure Sheer Cream, in mid-February.

This story first appeared in the February 3, 2010 issue of WWD. Subscribe Today.

Colored with iron oxide and designed to flatter a range of skin tones, the product features a complex of ingredients to reflect light and uses the color violet to neutralize shadows, explained Tatiana Cornejo, the brand’s director of training.

“This is a genuine moisturizer,” Cornejo said. “You do not need to wear a moisturizer underneath it. It has long-lasting hydration, water resistance and the benefit of SPF 20. We tried it in a room full of 30 people with 30 different skin tones and everybody was astounded because it adapts to all skin types. It blends.”

The Cure Sheer Cream, packaged in a 1.7-oz. jar retailing for $160, is the fifth product in the brand’s Cure line, which was launched in August 2008 and ranks as Natura Bissé’s third best-selling label after the Diamond Extreme and Inhibit collections, according to Gerardo Gomez, chief operating officer of the firm’s U.S. division, which is based in Irving, Tex.

He expects to sell 5,000 units of The Cure Sheer Cream within six months and predicts it will become one of the company’s top 10 products.

Next for the brand this spring: a collection of three products focused on helping skin recover from surgery or other extreme conditions.

“This year, I am looking for 5 to 10 percent growth,” Gomez said. “Last year was a very tough year. We have a lot of focus on expenses and are pushing more on independent boutiques and the spa market. I don’t see us recouping where we were two or three years ago, but I see an increase.”

Natura Bissé is carried at retailers such as Neiman Marcus, Bergdorf Goodman and Barneys New York.

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