Bremenn Research Labs is putting on a new face for fall with the launch of Lumedia Facial Brightener.
The manufacturer of Hylexin discovered that aging decreases the skin’s overall glow, radiance and clarity. With that in mind, the brightening cream is designed to reduce discoloration, spots, blotching and uneven skin tone resulting from photo-aging and environmental factors. The cream enters stores this month and retails for $95.
“As a person ages, the skin loses its fresh, youthful glow and takes on a ‘mousey brown’ look,” said Louis Rinaldi, chief cosmetic development officer for Basic Research, the Salt Lake City distributor of Lumedia. It also distributes StriVectin. “We wanted to create a cream for the face that diminishes the areas of hyperpigmentation that appear on the face and neck, restoring that ‘baby-like’ complexion with uniform coloration.”
Industry sources expect Lumedia Facial Brightener to generate up to $5 million in first-year retail sales, with about $1.5 million spent on advertising.
After last April’s launch of Lumedia’s serum targeting hyperpigmented age spots, the company’s research showed that customers wanted a product to brighten skin. According to Rinaldi, consumers didn’t like the way skin looked even after using StriVectin products to address wrinkles and fine lines.
The ingredient blend — a hydroquinone-free combination of pigment-lightening agents — addresses glycation, “a process when proteins break down and cross linkages form, which leads to a loss of the skin’s luminosity and color,” said Rinaldi, who added that clinical studies show that the cream inhibits the glycation process up to 79 percent, which changes the overall pigment tint, giving the skin a light, pink, healthy look.
Lumedia’s Facial Brightener will be launched exclusively in Saks Fifth Avenue this month and will roll out to about 1,500 doors including Bloomingdale’s, Sephora and Macy’s in October. The product will be launched internationally in Europe and Asia next year.
Print advertising for the product will break in October in women’s lifestyle magazines including Vogue, O, Women’s World and Ladies Home Journal.
