NEW YORK — French physical therapist and cosmetic medicine specialist Odile Lecoin believes beautiful skin is as easy as one, two, three … and four.
Lecoin’s line of skin care products, called OR, launching next month in Barneys New York, is based on four simple principles: smoothing, moisturizing, nourishing and protecting, and features a total of four products as well.
“With four products, you can treat all types of skin,” said Lecoin. “The concept is very simple — you can mix them all together or use them one by one.” While Lecoin would not comment on sales figures, industry sources expect the line to do up to $1 million in first-year sales at retail.
The line’s four products feature French names: Je Suis (I am), an antiaging serum; J’aime ( I love), a moisturizer; Je Rêve (I dream), a night gel, and Je Vis (I live), a “skin repair” product, according to the company. Lecoin explained that the meaning of OR is twofold, and plays on the company’s philosophy of taking care of oneself. “In French, it means gold, but it also means the ‘affirmation of self,’ or ‘I am gold.'” In turn, the line’s packaging includes whimsical circular gold illustrations, while the $225 antiaging serum with silk proteins, Je Suis, features a striking yellow-gold hue.
Lecoin said she came up with the idea to develop the products after searching for something to “restore and balance the skin” after giving microdermabrasion treatments to her clients. “I started to think about a new concept of products, not oily, but not made only with water.” Ranging from $175 for the Je Rêve Nourishing Gel enriched with soy protein to $275 for the Je Vis Abyssine 657, each product features a light, nongreasy formula to help “penetrate quickly and effectively,” according to the company. The products are interchangeable, according to Lecoin: “You can mix them all together or use them one by one,” she said.
The Je Suis Anti-Age Serum features silk and wheat proteins and is said to form a firming elastic film over the skin while J’aime Moisturizing Protection contains vitamin E, hyaluronic acid, macadamia oil and musk rose oil, which are said to restore elasticity in the skin. Je Rêve Nourishing Gel, created for nighttime use, is made with soy protein, which is meant to promote oxygenation in the skin and help nourish and repair the skin. Je Vis Abyssine 657, the line’s star product, contains abyssine 657, a molecule extracted from the ocean that is said to have anti-irritant qualities and reinforce the skin’s natural defenses. “It has a light texture for the penetration of abyssine,” said Lecoin. “It’s the only product [on the market] to have a 3 percent concentration.”
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Lecoin added that she hopes her line will appeal to both genders. “It’s very simple for a timeless person who wants to have good care and change the skin to a more normal aspect,” she said. “When your skin is in good shape, it’s antiaging.”