Byline: Laura Klepacki

NEW YORK — Avon thinks aging skin could use a breath of fresh air.
So later this month, under its Anew anti-age skin care brand, the direct seller is introducing Pure O2 Oxygenating Youth Complex, a facial item designed to infuse skin cells with oxygen.
“Oxygen,” said Amy Rose, senior marketing manager for Anew, “is essential to healthy skin.” Rose noted there have been a handful of oxygen entries in the prestige beauty sector, but Avon’s Pure 02 is the first such item for the mass market.
Without proper oxygen levels, the body loses the ability to fight the aging process, said Avon marketers. Pure O2 is designed to boost microcirculation in order to revive and energize skin. “It uses the body’s own system and helps maximize how your body uses oxygen,” said Rose. “It helps skin breathe easier.”
Key ingredients in Pure O2’s “Energie-Cell System” include xymenic acid, which helps remove impurities; patent-pending crepe myrtle extract to increase oxygen utilization of the cells; carnitine to deliver energy to the cells and corn kernel extract, which increases oxygen consumption of cells. It also provides UVA/UVB SPF 15. In the U.S., Pure O2 will be introduced as a light foam. A 1.7-oz. aerosol can is $24. In some countries it will be available in a cream form. Along with the U.S., Pure O2 will enter Canada, Mexico and Europe this year. International rollout will continue in 2002 beginning with Taiwan in the first quarter. First-year sales are expected to exceed $35 million.
Pure O2 is recommended for women 30-plus and is suitable for sensitive skin. The launch will be supported with a two-week free trial offer. There is also a two-week gift-with-purchase program. Consumers will receive a five-piece set containing Glazewear, NailWear, Retroactive skin cream, mascara and hair brush.
Vanessa Reggiardo, Avon’s vice president, U.S. beauty marketing, explained that Pure 02 presented a “different approach” to anti-age. She said the benefits represent the standpoint of healthy skin equals younger looking skin. She added Pure 02 takes a position that is “a balance between what is science and what is nature.”

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