Neutrogena Battery-Powered Microderm System Among New Launches
This article was originally published in The Rose Sheet
Executive Summary
Neutrogena Advanced Solutions At Home MicroDermabrasion System immediately enhances surface cell turnover to improve skin clarity in one week, according to the Johnson & Johnson division
|
Neutrogena Advanced Solutions At Home MicroDermabrasion System immediately enhances surface cell turnover to improve skin clarity in one week, according to the Johnson & Johnson division. After four weeks, fine lines, wrinkles and sun damage are diminished, and skin continues to look younger with consistent use, the firm claims. Rolling out now, the kit is positioned as a lower-priced and more convenient alternative to dermatological treatments, the company said, claiming the product delivers results after 11 uses equivalent to two professional in-office treatments. While the system is less expensive than professional microdermabrasion, it will be among the costliest skin care offerings at mass with a retail price of $39.99, roughly $15 more than a comparable microderm product, L'Oréal Paris Refinish , a two-step kit that costs $24.99. The three-piece system comprises micro-oxide crystallized cream featuring the aluminum oxide crystals used in professional treatments, a soft foam sponge head to massage the skin, and a battery-powered system applicator with two speeds, allowing the consumer to control the intensity of each treatment, the firm said. The system joins other products in the Advanced Solutions range, introduced by Neutrogena in September to tap into the growing trend toward skin care products positioned as at-home alternatives to dermatologist treatments. The line also includes items like Skin Transforming Complex and Facial Peel, ranging in price from $23.99-$29.99 (1 (Also see "Marketing In Brief" - HBW Insight, 6 Sep, 2004.), Marketing in Brief). In addition to Refinish, other microdermabrasion systems currently available at mass include Freeman Beauty Labs' Botopical system, which bowed in June (2 (Also see "L’Oréal Enters Micro-Dermabrasion Category With Two-Step Kit" - HBW Insight, 21 Jun, 2004.), p. 6). Since launching in July, Refinish generated sales of $8.25 mil. for the period ended Dec. 26, 2004 in food, drug and mass doors, excluding Wal-Mart, according to Information Resources, Inc. Neutrogena also announced the addition of Acne Mark Fading Peel ($14.99) to the Advanced Solutions range. Bowing next month, the peel is "clinically proven to reduce the appearance of post-acne marks and discoloration with regular use," the J&J division said. The product is formulated with salicylic acid and Neutrogena's CelluZyme technology to fade marks over time. After eight weeks of use, dark spots are lightened by 25% and red residual pimple marks are reduced by 42%, the firm claims. In addition, Neutrogena is introducing Healthy Skin Enhancer,a three-in-one formula with retinol to smooth fine lines, a moisturizer with SPF 20 to prevent sun damage, and a sheer tint that enhances the skin's appearance, the company said. Rolling out in February, Healthy Skin Enhancer will be available in six shades for $11.75. Additional skin care launches slated for early 2005 include Healthy Defense Trio ($11.75), a compact with bronzer, pressed powder and tinted lip balm in fair, light and medium shades. SkinClearing Clean Tint offers a sheer alternative to foundation, while treating and preventing blemishes, the firm said. Formulated with salicylic acid to combat breakouts, SkinClearing Clean Tint will be available in six shades for $11.75 apiece. Healthy SkinBlends ($12.25) comprises three face powders "formulated with a multi-shade patchwork of translucent, blush and bronzer shades that offer effortless, natural looking finishes suitable for multiple skin tones," according to Neutrogena. The firm also is introducing MoistureShine tinted lip balm in eight shades, including Sunny, Nude and Clean, for $6.99. Neutrogena is expanding its self-tanning offerings with MicroMist Tanning Sunless Spray ($11.99), which offers a "professional looking, airbrush tan" and Build-a-Tan Gradual Sunless Tanning Face ($9.99), which delivers "a hint of natural color with each application," the firm said. The company announced its latest celebrity spokesmodel, Hayden Panettiere, Jan. 20. The 15 year-old actress, who currently stars in the film "Racing Stripes," will be featured in national TV and print advertising, Neutrogena said. She joins other Neutrogena spokemodels including actresses Kelly Preston, Gabrielle Union and Mischa Barton. |