Prestige beauty player Elizabeth Arden says it has widened its distribution scope by launching into the professional skin care market for the first time with a new skin care line.
The company says that the Rx skin care line will be setting a precedence because it will be for sale exclusively in physician’s offices, a move that is consistent with its strategy of targeting the prestige retail, spa and professional skin care markets in its bid for omni-channel market growth.
“Our core target is actively shopping in all skincare distribution channels,” said E. Scott Beattie, Chairman, President and Chief Executive Officer of Elizabeth Arden.
Stating that a key part of this strategy would be to extend reach into the medical professional channel, Beattie added: “Expanding the Company’s efforts to reach its target consumer in a credible, science-based environment is a strategic and logical next step for us.”
Skin care line born from newly acquired business
The newly launched skin care line has been developed as a result of the company’s acquisition of US Cosmeceutechs, which was announced in July of 2013.
The Rx line was developed through the expertise and R&D resources incorporated into the business as part of the acquisition of the business, and has been developed with a technologically advanced formulation, suitable for the medical professional channel.
Elizabeth Arden has been developing cosmetic formulations in partnership with US Cosmeceutechs since 2005, tapping into the company’s reputation for the development of technologically advanced ingredients.
Tapping into US Cosmeceutechs ingredients innovation
Over the years, US Cosmeceutechs has introduced cutting-edge skincare ingredients that have included Alpha-Hydroxy Acid in 1983, Idebenone in 2004 and CoffeeBerry in 2007.
The first product in the new Rx line is Triple Protection Factor Broad Spectrum Sunscreen SPF 50+ (TPF 50), which is being launched alongside the publication of a clinical study on the product in the Journal of Drugs in Dermatology.
Marketed as an anti-aging product thanks to its broad spectrum SPF50+ sun protection, as well as DNA Enzyme Complex that is a highly potent protein protection Antioxidant Complex, the results of the study show that the product can reduce the effects of sun damage associated with both skin aging and non-melanoma skin cancer.