NEW YORK — With the launch of her new skin care regimen, Radical Departure, Ava Shamban, M.D., is hoping to give beauty consumers a quick fix for better-looking skin.

Promising “two weeks to great skin,” Shamban, owner of the California-based Laser Institute for Dermatology and European Skin Care, created the line Radical Departure for women who are noticing that their skin care routines aren’t working or have a short time period to get their skin looking good. It joins the AVA MD line of products.

The line, which is rolling out now, features four items sold together in a $125 kit. Orange Calendula Wash is a sulfate-free gentle cleanser that features natural orange oil, calendula and white tea to purify, soothe and reduce redness, lines and wrinkles. The antioxidant mist, which Shamban recommends using daily underneath makeup, contains a triple antioxidant complex said to protect against irritation and oxidative stress, as well as promote cell renewal and soothe skin. The AHA+BHA lotion contains sugar cane, soy and lemon, which are said to work together to promote skin renewal. The retinol serum, which is to be used nightly, is intended to enhance elasticity and tones the skin.

“I wanted to keep the line as botanical as possible,” Shamban said. “I think that nature is smarter than we are.”

Shamban, who has been in dermatology for 17 years, said her inspiration to create the line came after a stint as head dermatologist on the reality-based ABC-TV show “Extreme Makeover” two-and-a-half years ago. Shamban said that many people on the show had deformities that were challenging. The team would often have to work on tight deadlines to produce quick results for the skin, and Shamban said the experience led her to create a line of products that can be used every other month for a 14-day period.

“I decided to name it Radical Departure, because it’s a radical departure that you’re getting out of your regular skin care and it’s getting rid of radicals in your skin,” she said.

Shamban hopes Radical Departure will generate $2 million in first-year retail sales. She’s also creating a maintenance line for acne and regular skin care to roll out next year.

This story first appeared in the June 16, 2006 issue of WWD. Subscribe Today.

Other products in the AVA MD line are Sun Security SPF 25 Sunscreen Lotion, $35, and Eye Site Restorative Cream, $65.

All AVA MD products are available at Barneys New York doors and at the Laser Institute for Dermatology.

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