Valeant launches Kinerase cosmeceuticals in Europe and extends brand

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US-listed pharmaceutical company Valeant has announced plans to
build its Kinerase anti-wrinkle moisture-retaining skin care brand
into a global product line by launching a series of line
extensions, expanding into new European markets and increasing
promotional activities.

The pharmaceutical company formerly known as ICN, rebranded itself as Valeant​ last year and announced its intention to become an integrated speciality pharmaceutical company, focused on infectious disease, neurology and dermatology.

Under the Valeant name, the company is focusing on nine core brands, one of which is a dermatological/cosmeceutical product, Kinerase​.

Valeant recently launched the 40 gramme Kinerase Cream and the Kinerase Intensive Eye Cream throughout most European countries, and this will be followed by their launch later in the year in the Czech and Slovak Republics.

The company has announced an intention to launch cosmeceutical product line extensions Kinerase Cream with SPF 15, Kinerase Gentle Daily Cleanser and an innovative Kinerase complex containing vitamin C later in the year. A Kinerase men's line is also planned.

Valeant launched Kinerase Intensive Eye Cream on the US market earlier this year and acquired the global rights to Kinerase. It is also seeking to gain the rights to license Zeatin, a naturally occurring analogue of Kinetin, as a future extension of the Kinerase brand.

Valeant's president and chief operating officer Timothy Tyson said: "Kinerase is an important product line for Valeant, and we are working to expand the product's portfolio for our customers."

"With the acquisition of worldwide rights to Kinerase and our recent licensing deal with Senetek for Zeatin,​ [as previously reported by CosmeticsDesign​] along with our intensive efforts to launch all of these line extensions in 2004, we will be able to provide an entire line of skin-care products for Kinerase users,"​ Tyson added.

The product is marketed as being suitable for use following cosmetic procedures, such as laser resurfacing, micro-dermabrasion and chemical peels but also for non-surgical use where people seek to improve the appearance of fine lines and wrinkles, and lessen the look of blotchy, uneven-colored skin.

Kinerase Cream and Lotion have been marketed by Valeant in the US since 1999. The product has shown substantial recent growth, with 2003 gross sales approaching US$11 million (€9 m).

Products are distributed primarily through dermatologists and plastic surgeons and are also available behind-the-counter at select pharmacies and online.

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