Decleor Reformulated Vitaroma Skin Care Targets Women Over 40
This article was originally published in The Rose Sheet
Executive Summary
Decleor's reformulated Vitaroma Lift Total skin care line contains Phyto-Hormones and essential oils to reduce signs of aging, darks spots and the appearance of pigmentation marks, the Shiseido division announced
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Decleor's reformulated Vitaroma Lift Total skin care line contains Phyto-Hormones and essential oils to reduce signs of aging, darks spots and the appearance of pigmentation marks, the Shiseido division announced. Bowing this month in select department store, spa and salon doors, as well as on Sephora.com, the line is targeted to women ages 40 and over, according to the firm. Decleor reformulated Vitaroma Re-sculpting Lift Total , which launched in 2001, to offer improved anti-aging results, the company said. Vitaroma Lift Total products contain Phyto-Hormones to "compensate [for] the hormonal aging process," Decleor noted. The range also is formulated with ononis spinos extract, clover isoflavones and cinnamon and tamnourissa extracts to improve skin tone and prevent wrinkles, the firm said. Phyto-White complex, containing mulberry, grape and skullcap essential oils and saxifrage extract, helps diminish dark spots and prevent the appearance of pigmentation marks, the company claims. Clover isoflavones offer moisturizing action, while natural tocopherols, plum kernel and rosa rubiginosa protect skin and strengthen its outer barrier, Decleor said. The firm added lemongrass and orris concrete essential oils to "enhance active ingredients." Vitaroma Lift Total comprises four products: Wrinkle Action and Firmess Neck and Decollete Gel-Cream ($55), Spot Correction and Firmness Moisturizing Hand Cream ($32), Wrinkle Action and Firmness Face Cream ($48) and Wrinkle Action and Firming Face and Neck Mask ($42). Decleor also relaunched Aroma-Skincare Whitening Range as Aroma White with new formulas and three new products in September. The line features White-Bright Complex, which contains saxifrage, grape juice, white mulberry and skullcap root juice, as well as Roman chamomile essential oil and vitamin C derivative for added whitening benefits. The firm recently has pursued a strategy of reformulating and restaging its product lines, including aromatherapy facial cleansing items and sun care, to boost sales (1 (Also see "Decleor Facial Cleansers Relaunch With Fresh, Modern Formulas" - HBW Insight, 14 Apr, 2003.) p. 8). Decleor is expected to generate $14 mil. in sales this year, according to Shiseido, which purchased a 75% stake in the brand in 2000 to augment its spa offerings. |