Lubriderm
This article was originally published in The Rose Sheet
Executive Summary
Skin Renewal is first non-irritating, age-defying face and body regimen containing poly hydroxy acids in mass market, Pfizer division claims. Marking Lubriderm's foray into anti-aging, six-SKU collection of lotions and creams "protects and corrects the skin while revealing healthy, younger-looking skin," firm says. PHA is proprietary sugar acid that naturally occurs in skin and offers substitute for alpha hydroxy acid and retinoid ingredients, firm says. Bowing now, products will be supported in October with "multi-million" dollar print and TV ads. Promotional support includes on-counter facial testers, extensive in-store and direct-mail sampling and "strong" couponing efforts. Products will cost $7.44-$10.99