Byline: Kerry Diamond

NEW YORK — The Swiss skin care line Juvena has found a following in the U.S., thanks in part to its Q10 product line.
Juvena has been in existence since 1954, but the line was not distributed in the U.S. until recently. In 1998, its Q10 collection was launched here in Sephora by Lantz-a-Lot, a Palm Beach, Fla., distributor that specializes in high-end European beauty products such as Caudalie. In November 1999, Lantz-a-Lot brought over more products from the full Juvena line.
Today, the brand is doing so well at Sephora that its Q10 eye cream is among the 15 best-selling items in the treatment category, noted Shashi Batra, Sephora’s vice president of merchandising for cosmetics.
Juvena has graduated from the treatment library — where products are merchandised according to end use — to its own branded location in two Sephora doors, Rockefeller Center in New York and One Stockton in San Francisco. The line may be expanded in more doors as well, Batra added.
Since its launch, Juvena’s distribution has grown to more than 50 Sephora locations and six Saks Fifth Avenue doors. Negotiations are under way with additional specialty stores.
Three new Q10 products will be launched in the U.S. in May. Q10 Lip is said to make a pout look plumper while moisturizing lips and diminishing fine lines. Packaged in a slender pump container, it will retail at $18 for a 10-ml. size. Q10 Mask is designed to moisturize the skin and improve elasticity. It comes in an airtight dispenser and will retail at $30 for 75 ml. Q10 Fluid, a moisturizer designed to protect the skin against damage from the environment, will retail at $40 for a 50-ml. bottle.
Juvena is owned by Beiersdorf, which is also the parent of La Prairie. According to industry sources, U.S. retail sales for Juvena are expected to exceed $1.5 million in 2000.