Dr. Fredric Brandt’s newest skin-care collection, Laser FX, attempts to bottle his most popular in-office Fraxel laser treatments. With more than 150 patients per day in his New York City and Miami offices, the dermatologist has insight into his customers’ skin-care needs.
“We wanted to develop an at-home product for both people who have done procedures but want long-lasting results and for people who don’t want to get laser treatments,” said Brandt. The three serums in the line, Laser FX Lift, Perfect and Bright, $78 each for 1 oz., will be launched on Monday and will feature a delivery system that is said to mimic the targeted repairing action of Fraxel lasers.
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Two capsules cover the active ingredients in each serum. The outer “shuttle layer” contains peptides that are designed to be attracted to specifically targeted cells in the body. “For example, the Bright serum, which addresses hyperpigmentation, binds to melanocytes, the cells responsible for producing excess pigment,” said Brandt. Once the capsule is attached to the desired cell, the second “protective layer” is said to release the serum’s active ingredients. “This dual encapsulation is the innovation that makes these three serums special,” said Brandt.
“They allow the active ingredients to penetrate the skin and target problem areas, much like our laser treatments.” Laser FX Lift Serum contains sweet pea extract and hexapeptides, which are said to both instantly tighten skin and increase elasticity over time. Perfect Serum is formulated with heptapeptide and gotu kola extracts that are reported to target the fibroblasts to increase collagen production, while Bright Serum uses Vitamin C and knotgrass extract to address discoloration.
“When I became chief executive officer two years ago, my first step in revamping this brand was to make the antiaging assortment a bigger priority,” said Stephane Colleu, president and chief executive officer of Dr. Brandt Skincare. “Laser FX is a continuation of that objective.” Though the company declined to comment, industry insiders estimate sales of the three serums could reach $10 million in the first year. There will be no advertising campaign for the collection. Colleu said the brand is planning another large launch for the end of 2014 or first-quarter 2015 that will require marketing resources. The Laser FX collection will be available in Sephora in the U.S. and Europe and in department stores throughout Asia.