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Marketing in Brief: BeautiControl Cosmetics

This article was originally published in The Rose Sheet

Executive Summary

BeautiControl Cosmetics: Regeneration Gold "combines the benefits of alpha hydroxy acids with the emerging technology of tissue stimulation," according to the company. While AHAs exfoliate, a "tissue stimulating compound" helps contribute to healthy collagen and prevents it from "cross-linking or becoming denatured," BeautiControl said. The company explained that dual-chamber packaging allows stimulating gel to combine with an alpha hydroxy acid lotion. The two ingredients, which would normally cannibalize each other, are kept in separate chambers and combine when the product is pumped. The pump disperses nine parts lotion and one part gel, which the consumer then mixes before applying to the face. The product is packaged in a white canister with a gold ribbed neck, At $55 for a 1.8 oz. bottle, the Regeneration Gold is priced at a premium to the other Regeneration products, which average around $30 for 2 oz...
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