Dreamous launching Rejuvennis homeopathic skin care line.

DREAMOUS LAUNCHING REJUVENNIS HOMEOPATHIC SKIN CARE LINE Sept. 15 at the Natural Products Expo East Trade Show in Baltimore, MD, the Los Angeles-based company said. Containing "homeopathic ingredients," the 8-SKU line represents the "first...skin care system designed to treat the skin according to the homeopathic principles of balance," according to the firm. Dreamous noted, however, that the skin care line does not produce a homeopathic effect.

Dreamous also is promoting Rejuvennis as an all-natural, non-allergenic line with vitamins, minerals, oxygen, enzymes, amino acids, sea vegetables, herbs and natural alpha and beta hydroxy acids. The natural ingredients, the company said, "work synergistically to restore moisture levels and pH levels to their proper natural balance." Rejuvennis is expected to be on-shelf by mid-November, Dreamous said.

To maximize the effect of the ingredients in the skin care line, Dreamous employs a "Biopathic delivery system" that uses "stabilized oxygen" to transfer ingredients to the skin. This process "increases the availability of vital oxygen throughout the skin structure" to "permit rapid absorption and deeper penetration" of the ingredients into the skin and to "promote rapid recovery from pollutants and other harmful toxins," according to Dreamous.

In addition, Dreamous utilizes an "exclusive cold processing manufacturing technique that keeps ingredients in a bio-active state for maximum benefit," according to the company. This technique is superior to current manufacturing methods in that it "transport[s] full-strength nutrients unaltered by heat for peak performance," the firm said.

Targeted to "upper-class women," Rejuvennis products will be distributed through "prestige pharmacies," health food stores and specialty stores in both national and international markets, according to Dreamous. The firm said that it plans to position the line as a competitor to lines sold by The Body Shop, Orlane and La Prairie as well as Lancaster, Zia, Dr. Haushka and Bora-Lind brands. Ellon, USA will be a distributor for the products.

The Rejuvennis line is a "full range" of skin care products that are "excellent for all skin types," the company said. The line includes: Rejuvenator, with alpha and beta hydroxies; Revitalizing cleaning scrub, containing jojoba esters; Renewing facial cleanser, derived from coconuts; balancing toner, with aloe vera gel; mineral-free Replenishing moisturizer; Reviving eye gel, which employs Ellon, USA's Calming Essence; Biopathic therapy gel and Purifying Earth Masque.

The products in the line range in price from $50-$150. Available in .5 oz., Rejuvenator "revitalize[s] skin" by exfoliating dead skin cells and minimizing the appearance of wrinkles, skin discoloration and acne. The Revitalizing cleaning scrub, in a 3 oz. bottle, is a gentle deep-cleanser designed to balance skin oil and exfoliate dead skin. The 5 oz. Renewing facial cleanser employs a "non-foaming, non-drying" formula to balance the skin's pH level, according to the company.

Balancing Toner "renews skin tone, reduces the appearance of large pores and...locks in nutritive homeopathic ingredients," Dreamous said. The toner is available in a 5 oz. size. The 1 oz. Replenishing moisturizer is a "rapidly absorbed emollient" that "restores vibrancy." The Reviving eye gel comes in a 5 oz. size and "reduces the appearance of dark circles, puffiness and signs of aging," according to the company. The 5 oz. Bio-Pathic therapy gel is "excellent for acute and chronic skin conditions," Dreamous added.

Purifying Earth Masque is a "two-step system" designed to deep clean and recondition the skin, Dreamous stated. Purifying Earth Masque facial conditioner works with the masque to "draw out impurities, normalize pores [and] clear blemishes." The masque is available in a two-month supply of single-use capsules, the company noted.

Advertising for the line, developed in-house, is tagged "As Natural As It Gets." Print ads are scheduled to appear in Allure and Glamour in November, according to the company. The ads feature a close up of the Rejuvennis bottle. Dreamous also will promote the line through a 20-page brochure available at point-of-purchase, the company noted. Promotional offers will include g-w-p bath crystals and free product samples of the line with every purchase, according to the company.

The line is housed in custom-made French crystal frosted pyramid bottles that suggest the "harnessing of natural powers," according to the company. The logo for the products features a bright teal-green mask of a women with an ancient sea creature in the background, the company noted.

Dreamous was formed in September 1994 by Susan Negus and Howard Davis who serve as president and VP-product development, respectively. Both sit on the Board of the American Holistic Health Association. Negus is a doctor of holistic health and Davis has 20 years experience in body and health research. Rejuvennis is the company's first line of products.