NEW YORK — Bioré is still making pores its lifeblood. This fall, the brand is hoping to become part of consumers’ daily beauty regimens with a Pore Minimizing Collection, a range designed to minimize pores for smoother skin.

“Pores are the foundation for creating beautiful skin, and we saw pore minimizing as the next logical step,” said Nina Cornwell, Bioré’s brand manager. “People were concerned with pore minimizing, but there was nothing out there that met those needs.”

Known for its Deep Cleansing Pore Strips, Bioré, owned by Kao, is launching three products this September in its Pore Minimizing Collection — a face wash, an exfoliator and a moisturizer — all aimed at refining and renewing the skin’s complexion by visibly minimizing pores for a smoother and more even complexion. While “skin smoothers” work on the skin’s surface, an exfoliant works deep down to help strengthen pore walls, the company said.

All three products, launching in food, drug and mass doors, blend skin-smoothing technologies with natural exfoliant extracts such as willow herb, strawberry fruit and ginger. The willow herb is designed to calm, smooth and promote healing, while the strawberry fruit refines the skin and promotes cellular renewal with its natural alpha and beta hydroxy acids. The ginger ingredient is used to help strengthen the skin’s foundation.

The products — ranging from $5.99 for the face wash to $12.99 each for the exfoliator and lightweight moisturizer — contain technologies including SofeCare, skin-smoothing powders and Kao’s GE EH technology. The face wash uses massaging beads along with the GE EH technology, a glycerin-based derivative that gently cleanses the skin without removing its natural moisture. The exfoliator uses cosmetic-grade alumina micro-crystals to polish away dead skin cells, while the SPF 15 oil-free moisturizer uses SofeCare, a patented skin-smoothing powder, said to leave skin looking radiant and even.

The company views this launch as an opportunity to reinforce its pore expertise, while attracting more women to the brand by filling an unmet need.

The launch will be supported by print and TV advertising campaigns that will break this fall.

Though company executives declined to give projections, industry sources estimate Bioré’s Pore Minimizing Collection will generate $15 million in first-year retail sales.

This story first appeared in the July 14, 2006 issue of WWD. Subscribe Today.

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