LOS ANGELES — Rilastil, the Italian cosmeceutical company that ranks among the top-selling skin care makers in Italy, is solidifying its U.S. presence with last week’s launch of its Hypersensitive Skin Treatment.
The three-item line joins the more than 100 Rilastil products that have slowly been made available in the U.S. over the past year or so, across the sun care, color cosmetics and skin care categories.
Jennifer Bingham, president of Donna Bella LLC, the Alexandria, Va.-based exclusive distributor for Rilastil, said the introduction of the new Hypersensitive line would provide the impetus for further expansion in the U.S.
“Sensitive skin is a big problem here,” she said. “People want products with no fragrances and that can provide results with no reaction.”
The line bowed at Beauty Collection Apothecary, the L.A.-based specialty beauty store that has four doors here. At last Thursday’s launch event, hosted at a store in Calabasas, Rilastil executives from Italy, including Federico Monaci and Anna Maria Ganassini, were on hand to introduce the line. Rilastil will be exclusive to the West Coast through the boutique chain until early next year, when it will roll out to other specialty boutiques in the L.A. area. It also has just become available at C.O. Bigelow in New York.
The products, like the others in the Rilastil line, are at the high end of the market. Encompassing a Cleanser, the Cream Legere for day or for oily skin, and the Cream Optimale for nighttime use or dry skin, they contain no preservatives, dyes, wheat, lanolin, metal, soap or alcohol. Active ingredients include glycerin, butylene glycol, arginine and sodium hyaluronate, also known as hyaluronic acid. The cleanser retails for $40, while the creams are between $74 and $76 each. The rest of the collection ranges in price from $21 for makeup removing wipes to $130 for a face serum.
Bingham said the line overall contains more than 180 active ingredients and are specifically treatment products designed to tone, regenerate or deal with problems like acne. The company is based just outside Milan, where all the research, development and production is done. In Europe, it is only available through doctors’ offices.
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“Our goal is to improve the health of the skin,” said Bingham. “For each product manufactured, we produce the clinical research to back up claims. We don’t push something on a store that is not going to sell.”
Bingham added that more stores like Beauty Collection would be targeted for greater market penetration. By the end of 2007, she anticipates that the line will be represented in between 150 and 200 doors.