NEW YORK — Fresh is hoping apples are in season this fall as it launches Appleseed Resurfacing Kit, the company’s first at-home microderm kit combining the skin care benefits of the apple with glycolic acid and a radiance renewal complex.
“At Fresh, we like to go after ingredients that are familiar to our consumers and they can connect to — and apple is an ingredient we can all relate to,” said Lev Glazman, co-founder of Fresh. “It’s the technology behind it that allows us to deliver the ingredient in a way that’s effective. It’s a nonmechanical exfoliating product that helps renew skin.”
Making its debut in September, Appleseed Resurfacing Kit, $145 for a three-step treatment (an activator, a masque peel and a moisturizer), is designed to smooth imperfections, firm and lift, lighten age spots and minimize the appearance of pores. At the same time, the combination of glycolic acid and a citrus AHA complex exfoliates the skin, removing its surface layer to promote cell renewal and leaving a brighter, smoother complexion.
Each of the apple’s natural components is designed to offer a certain skin care benefit. The apple fruit extract is a source of polyphenols, which are said to protect the skin from premature aging and environmental pollution. The apple powder, from the skin of green apples, contains vitamin C and skin-softening sugars. Finally, the apple seed oil contains fatty acids, which are said to help to rebuild cohesion between cells, keeping skin firm and toned. The company plans to extend the Appleseed assortment in the future to include an Age Delay Face Cream.
“This product helps with the skin’s radiance and renewal without deeply penetrating the skin. The process is more gradual so skin doesn’t have to be shocked,” said Glazman.
To coincide with its Appleseed launch, the company will offer an apple peel resurfacing treatment for $250 at select Fresh stores that feature Espace spa treatments. The $250 charge is redeemable in Fresh products.
Also in September, Fresh is launching two treatment toners made from seawater taken from France’s Brittany coast — Seawater and Iris Root for normal and dry skin and Seawater and Ginseng Toners for normal and combination skin. The toners are designed to clarify, tone, balance and hydrate the skin while removing makeup and other impurities. According to Glazman, the seawater is designed to reinforce the skin’s barrier and optimize water exchange between the dermis and epidermis. The toners will preserve skin elasticity and keep the skin hydrated, he said.
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Fresh will launch two more products in October, a Cucumber Cleansing Foam and Elixir Ancien Face Treatment Oil. The oil is designed to work together with the high-priced Crème Ancienne that was launched in 2003; 3,500 jars are available worldwide per year. With ingredients found at a Czech Republic monastery, the oil, retailing for $250, is designed to decrease fine lines and wrinkles. Made also from sea buckthorn berry oil found in a Siberian berry plant, the oil contains high amounts of omega-7 acids and vitamins that help firm the skin, according to Glazman. Clinical testing showed Elixir Ancien to reduce the number of wrinkles by 56 percent and the length of wrinkles by 62 percent.
Cucumber Cleansing Foam, $48, is a paraben-free and fragrance-free lightweight face wash designed for sensitive skin and made from cucumber extract. The foam’s primrose and plum seed oil work to remove dirt and impurities without irritating or dehydrating the skin.
All fall products will be launched in Fresh’s 531 select U.S. specialty retailers nationwide, including Neiman Marcus, Bergdorf Goodman, Saks Fifth Avenue and Sephora, as well as 11 freestanding Fresh stores (five of which offer spa services). The brand is sold internationally in Fresh European and Asian boutiques, as well as in distribution outlets in Korea, Hong Kong and Taiwan. The company plans to open two more stores in California this fall, in Costa Mesa and Santa Monica.
Though the company will not feature an advertising campaign for the new products, it will distribute 25,000 mini-dropper samples of Elixir Ancien starting this September.
While executives declined to comment on sales projections, industry sources estimated that the Appleseed Resurfacing Kit would generate about $1 million in first-year retail sales.