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New skin care treatments target niche consumer

By Louise Prance , 16-Jan-2007

A new skin care range, named Skin Actives, has been launched to target individual skin care needs, and to challenge rival manufacturers with simple formulations that are said to only contain active content and minimum allergens.

The range has been created by British cosmeceutical skincare company Eau Rouge and includes six individual skin care treatments that can be used together to create plans specific to each consumer need.

Targeting the lucrative baby boomer generation's desire for 'younger looking skin', the company has created the individual treatments to hydrate, brighten, protect, nourish, firm and boost skin appearance and texture.

 

Dr Richard Phillips, former Research & Development Director at Crabtree & Evelyn and creator of the product line said,"Skincare is driven by so many factors - including fashion, culture, climate and finance - sometimes efficacy comes low on the list. This means people aren't getting what they need from their skin treatments".

 

The overall skin care market is a lucrative business with most key industry leaders such as L'Oreal, P&G and Shiseido all creating beauty ranges to target the mass market. However, the new range is aimed more at the niche consumer, with specific skin care needs.

 

The company states that each different treatment plan combats specialised skin care problems without the addition of fragrance or additives and uses specific ingredients that are proven to combat specific skin issues.

 

The 'Protect' skin treatment is made with two anti-oxidants. Superoxide Dismutase and Noridihydroguaiaretic Acid, which are said to slow the anti-ageing process by eliminating free radicals from the skin.

 

Each different treatment has been formulated and intensively researched to work in conjunction with each other, therefore giving the consumer the opportunity to create its own skin treatment specifically designed for individual needs.

 

As opposed to regular skin care products, the treatments come in cases containing individual, daily treatment bottles, with the company suggesting they were created with effectiveness, rather than fashion in mind.

 

Phillips created the treatments, aiming them at the premium end of the market, with prices ranging from £70 - £90.

 

In 2005 Euromonitor International estimated that the total market for skin care products was valued at €38.3 billion globally, a figure that is second only to the hair care sector in size.

 

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