NEW YORK — German skin care brand Babor Cosmetics is widening distribution for Intelli-Zyme, a multipurpose biological exfoliation powder for your face and body that prevents epidermal damage associated with scrubs, acids and at-home microdermabrasion products.
The three-step set, launched in February to a limited number of doors, includes Intelli-Zyme’s new powder along with signature Babor products Hy-Ol and Phytoactive Base, which are designed to cleanse and condition the skin. The set retails for $88 and targets people of all skin types between the ages of 15 and 80 who want to safely exfoliate their skin. This May, Intelli-Zyme will be available as a stand-alone item in its full distribution and will retail for $44.
“You don’t get any of the negative side effects of exfoliating like dehydration and the stripping of acid materials on the skin. It doesn’t misbalance the skin’s natural ecology,” said Paul Cain, president and chief executive officer of Babor Cosmetics North America. “It’s the natural approach to exfoliation that’s biologically compatible to the skin.” According to Cain, Babor never jumped on the “alpha hydroxy bandwagon” as other skin care companies had. “We didn’t want to get involved with skin care that’s skin abuse,” said Cain.
Intelli-Zyme’s exfoliating powder formula contains subtilism, a bioactive enzyme extracted from organic barley designed to preserve healthy epidermal cells by targeting and dissolving dead skin cells. According to Cain, when the powder is activated with water, the enzymes dissolve the bond between dead and live skin cells, removing only the dead cells and leaving the live cells in tact. Unlike most enzymes, Cain said this one is odorless.
Print advertising breaks in May beauty and trade magazines such as New Beauty and American Spa and about 15 regional consumer books. Approximately 330,000 e-mail blasts along with 500,000 direct-mail pieces are slated for distribution this month.
The set will be sold in 100 retail and specialty stores, 150 resort and destination spas and 1,000 day spas, including Takashimaya, Nordstrom and Parisian and Day Spas. By yearend, Babor plans to expand within Parisian, Nordstrom, Dillard’s and other specialty stores. The line is also distributed in 46 countries. In addition, Babor sells directly via its Web site, babor.com.
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Industry sources estimate that the Intelli-Zyme set will bring in $4 million at retail. Approximately $1.3 million was spent on advertising.