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HELENE CURTIS ENTERING THERAPEUTIC MOISTURIZER MARKET

This article was originally published in The Rose Sheet

Executive Summary

HELENE CURTIS ENTERING THERAPEUTIC MOISTURIZER MARKET in September with Suave DermaCure Therapeutic Dry Skin Treatment. The product packaging says it "heals severely dry skin," was "developed for dermatologists," and is fragrance-free. Suave is one of the first value-priced brands to enter the market of products designed for severely dry skin. DermaCure is available in three sizes -- 4, 8 and 12 oz. -- with suggested retail prices ranging from $1.99 to $3.99. Chese-Pond's Dermasil Dry Skin Treatment costs approximately $4.39 for a 2 oz. bottle and $7.69 for 4 oz.
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