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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Neutrogena: Johnson & Johnson brand launches Neutrogena Clinical featuring ION2Complex technology, which "revitalize[s] the look of collagen-depleted skin." The two-part system consists of a gel serum containing a fusion of zinc and copper minerals, which is activated by a cream - either an SPF 30, Eye or Night formula - "to turn on the conductors" in the ION2Complex gel serum, mimicking "optimal" levels of bioelectricity to maintain collagen creation. Facial Lifting Wrinkle Treatment SPF 30, Facial Lifting Wrinkle Treatment Night and Eye Lift Contouring Treatment will retail for $39.99 apiece, while a kit containing the SPF 30 and Eye treatments will retail for $49.99. In a self-assessed clinical trial, 100% of those using Neutrogena Clinical saw improvement in lines, wrinkles, firming or elasticity, and 91% of those using Facial Lifting Wrinkle Treatment and Eye Lift Contouring Treatment recognized skin firmness improvement in four weeks, firm says. In a dermatologist-assessed, blinded 12-week study, Facial Lifting Wrinkle Treatment was deemed 10 times more effective than top department store products at improving the look of wrinkles, crow's feet and sagging skin in four weeks. ION2Complex stems from J&J's Cytomimic skin-renewal technology announced in February. J&J is also featuring Cytomimic in new Aveeno Ageless Vitality and RoC Brilliance anti-aging lines (1"The Rose Sheet" Feb. 1, 2010)
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