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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Somme Institute: New York-based cosmeceutical firm launches "skin-transforming" Neckline cream for neck and décolleté, noting "the new rules for younger-looking skin include treating [such] forgotten parts." The fragrance-free product tightens, hydrates and reduces appearance of neck lines, crepiness and hyper-pigmentation/sun damage, firm says. Neckline features Somme's patented MDT5 molecular dispersion technology, which allows vitamins A, B3, B5, C and E to more effectively penetrate inner skin layers and "has multinational skin-care giants like Procter & Gamble, Pfizer and Johnson & Johnson vying for a stake in what is truly called the next generation of skin-care science," according to Somme, which said in April it would begin licensing out the MDT5 technology in four to five years (1"The Rose Sheet" April 28, 2008, p. 4). Neckline also contains APT, derived from red marine algae, to increase cell turnover and stimulate collagen synthesis; Regu-Age to address fat accumulation around the neck; Dermaxyl, which "strengthens the dermal-epidermal junction while stimulating cell communication"; as well as oak beta-glucan, glycolic acid and UGL complex, a "potent yeast extract." Rolling out this fall, a 2-oz. jar of Neckline cream will retail for $68 at select spas nationwide and on Somme's Web site

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