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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Zirh: Upscale men's skin-care brand Zirh introduces Zirh Platinum, a line that mingles "cosmeceutical science with the best in botanicals," brand says. Eight items in the line utilize peptides with "reparative benefits" and liposomes to "treat moisture loss and aging by restoring skin's barrier function." Natural Moisturizing Factor - a blend of potassium, sodium, magnesium, lactate and urea - helps skin retain moisture and preserves its elasticity, according to the release. Zirh has sourced Kalahari watermelon from the Kalahari Desert in Africa to provide protective and moisturizing benefits. Additional botanicals include extracts of tomato and barley to boost hydration levels and mushroom extract to reduce pore size. Collection initially will be sold exclusively at Barney's New York beginning in April, with an international roll-out to Canada and the U.K. to follow. Items retail for $65 to $145...
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