Inspired by an ancient Asian tradition, Origins is using rice as the main ingredient in its new Modern Fusion, a face serum designed to stimulate the skin’s natural shedding process to produce a softer and more radiant texture.
Set to be launched in 22 countries in the beginning of March, Modern Fusion will bow in the U.S. in 450 department stores, 125 freestanding Origins boutiques and online.
“We learned about rice from Asian women who, after washing rice for cooking, would save the water for its renewing benefits to cleanse their faces,” said Lizz Starr, executive director of global product development for Origins. “As a multitasking product, it’s known for its resurfacing, antioxidant, soothing and calming benefits. It helps you achieve a younger and fresher overall look.”
At $36 for a 1-oz. bottle, the face serum contains a rice refinishing complex made from eight rice-derived ingredients. Fermented rice bran serves as a natural exfoliator, acting as an adhesive to help even the skin, while purple rice acts as an antioxidant. In addition, rice bran extract and Oryzanol are used as antioxidants to help further even skin tone and protect from discoloration, while rice starch and rice butter provide the skin a velvety soft texture and help retain moisture and re-hydrate.
“Rice is a resurfacer that addresses all surface concerns including pore size, texture, tone and overall radiance,” said Starr. “This product is less aggressive and more gentle, but still delivers the same level of benefits as fruit acid resurfacer.”
According to Starr, clinical research showed that after four weeks, 75 percent of women using Modern Fusion said their skin felt softer and looked smoother, brighter and more radiant.
Industry sources estimated Modern Fusion could bring in an estimated $5.5 million in first-year retail sales.
Origins will distribute more than 175,000 samples, in addition to running a direct-mail campaign.