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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

ISP: Wayne, N.J.-based International Specialty Products, Inc. targets new Natriance skin-care range to mass-market manufacturers looking to inject excitement into their line and boost results "without hurting their pocketbooks." Natriance consists of three products "derived from natural sources." Natriance Hydrator employs a bioelement derived from peas to increase filaggrin expression and elevate glycosaminoglycan levels, so that it "preserves bound water in the skin" and, based on in vitro testing, "boosts markers associated with skin hydration while optimizing the skin barrier," ISP asserts. Natriance Destresser features Oryza sativa bran extract to combat oxidative stress and minimize damage from UV exposure, while Natriance Brighter targets melanocytes with yeast extract to address overproduction of pigments that cause dark spots. According to ISP, its brightening ingredient is cheaper than other options and has been demonstrated in testing to be "more efficacious than popular standard methods such as the application of kojic acid." Company's Anna Gripp, senior director of global marketing, personal care, states: "Once reserved mostly for the higher end of the market, these benefits are now available to everyone, and we're very excited to roll them out for the mass market." More Natriance innovations are coming down the pipeline, firm says

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