NEW YORK — Biopharmaceutical company Applied Genetics Inc. Dermatics, a developer of skin care ingredients, is diving into the skin care business with the launch of Remergent, a line entering 4,000 dermatology and plastic surgery offices this month.
After supplying Estée Lauder’s Clinique and Coty’s Lancaster with ingredients for more than 20 years, AGI Dermatics wanted to develop a line that used its proprietary biomolecular research on DNA skin repair.
“There was nothing on the market that provided a long-term solution that reprogrammed and reversed the skin’s damage,” said Daniel Yarosh, president and chairman of AGI Dermatics. “People had the feeling it’s all too late. Whatever damage happened when younger is done and irreversible, and that’s why people relied on quick fixes, like retinol. Our message is, ‘It’s not too late to repair the skin and remove past damage.’ It’s about prevention as well as treating immediate beauty concerns.”
He also found that there are too many products on the market that use a specific ingredient throughout the entire product range.
“The skin is a living, breathing organ which needs to be programmed. With the integration of the skin’s function, there’s no ‘one hero’ product; each ingredient needs to address different problems,” said Yarosh.
Remergent’s seven items are formulated to optimize the skin’s natural functions by repairing and restoring aged and damaged skin. Each addresses the genetic characteristics of skin, such as DNA repair systems and blood circulation, and is supported by clinical research and published clinical studies.
Standout products include the DNA Repair Formula, Microcirculation Therapy and Barrier Repair Formula. All three contain an anti-inflammatory ingredient derived from traditional Chinese medicine found in the evodia plant. The DNA Repair Formula, which sells for $125, is a serum containing three patented DNA repair enzymes that accelerate repair from sun exposure. The Microcirculation Therapy cream, which costs $70, is designed to reduce dark under-eye circles by increasing the blood flow and circulation in the eye area. The Barrier Repair Formula, which retails for $95, moisturizes and protects dehydrated skin and reduces the appearance of fine lines and wrinkles. Industry sources estimate Remergent will bring in approximately $15 million in retail sales by the end of the year.
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Packaging emphasizes the company’s scientific credentials: Behind the label’s logo, a background depicts a grid of lab notebooks. Airless pumps and metered dose containers aim to ensure that the appropriate amount of product is applied at each application.
“The grid reminds us that the core of our product is the technology and science,” said Yarosh. “The concern doesn’t stop with what’s inside the package. It’s also about the way the products are delivered through the products’ packaging,” said Yarosh.
Prices start at $55 for the Antioxidant Refoliator, which is designed to replenish and restore nutrients to the skin, and go to $125 for the DNA Repair Formula.
“The skin is not just like an overcoat that you wear out. You have to fix it up so lasts longer,” said Yarosh.
Remergent aims to attract 25- to 45-year-old women, a group Yarosh said emphasizes preventative skin care.
“These are consumers who are interested in products that really work and will spend the extra time in the morning and evening to put the products on the skin,” said Yarosh.
AGI Dermatics is relying solely on dermatologists, aestheticians and plastic surgeons to help grow the brand’s sales. The company is looking into international distribution by early next year, and by the end of 2007, plans to enter high-end retailers. The line will also be available online at remergentskin.com.
“[Dermatologists and plastic surgeons] give us the credibility that this is based on science, not fashion or a fad,” said Yarosh.