Juvena Uses Coenzyme Q10 With Sugar To Energize Anti-Aging Lineup
This article was originally published in The Rose Sheet
Executive Summary
Juvena is expanding its anti-aging care portfolio with Q10 Plus Energy Complex, the first skin care range formulated with maritime sugar and coenzyme Q10, the Beiersdorf division said
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Juvena is expanding its anti-aging care portfolio with Q10 Plus Energy Complex, the first skin care range formulated with maritime sugar and coenzyme Q10, the Beiersdorf division said. The ingredient combination imitates the effects of adenosine triphosphate, an "energy carrier of skin cells" found in younger skin, Juvena said. The complex "counteracts the effects of aging that commonly occur between the ages of 25 and 40," making the skin appear more youthful, the firm added. The Q10 Plus line is the firm's most significant skin care launch since Ulti-Max Face was introduced in March 2002 (1 (Also see "Juvena Ulti-Max Face To Debut As Q10 Extension" - HBW Insight, 25 Feb, 2002.), p. 3). The seven-SKU range includes Active Day ($48), Power Night ($58), Vital Eye ($42) and Q10 fluid ($45). The skin care products will be the first to feature new packaging for the Juvena brand. The design will divide the brand into color-coded packaging organized by product line. The repackaging effort coincides with the firm's 50th anniversary. Juvena was the first brand to formulate skin care products with coenzyme Q10 in 1997, Beiersdorf claims. The company's other skin care brands including La Prairie , Nivea and Eucerin now market products formulated with the anti-aging ingredient. In addition to expanding its anti-aging franchise, Juvena is augmenting its body care portfolio with the introduction of Body. The collection is formulated with pomegranate extract, which contains ursolic acid to promote collagen synthesis and ellagitannin to firm the skin, the company said. Body comprises seven SKUs, including Daily Adoration body lotion ($26), Luxury Performance massage oil ($28) and Firming Performance body cream ($39). Juvena currently is rolling out Body and Q10 Plus Energy collections to department and specialty stores, including Sephora and select Nordstrom locations. Body will reach 34 doors, while the Q10 line will be distributed in 91 retail outlets. The company is supporting the launches with in-store advertising, sampling and promotional gifts. |