Could Hylexin prove to be the new 'super' cosmetics product?
of its newly launched Hylexin treatment for dark circles under the
eyes suggests it could be the biggest thing since StriVectin,
reports Simon Pitman.
The formula is claimed to be the first specifically developed for serious dark eye circles, and if the claims that the product has sold out in the space of just a few weeks are true, it could prove that this is a new area for cosmetic manufacturers to target.
The speed of sales has led the manufacturer to point out a comparison with another of its products, StriVectin-SD, the stretch mark cream turned anti-wrinkle phenomenon that continues to set new sales records across world-wide.
"We've never seen a new eye cream explode off the shelves like Hylexin," said Gina Gay, spokesperson for both StriVectin and Hylexin.
"But we did anticipate a huge demand for the formula. Bremenn Research Labs conducted market research prior to the release of Hylexin showing that eight out of 10 women and one in two men are concerned about serious dark circles under their eyes.Until the introduction of Hylexin, consumers didn't have many options, as most cosmetics manufacturers chose to ignore the problem of serious dark circles. Our decision to develop Hylexin appears to have been a good one."
New York City store Henri Bendel was said to have sold completely out of its first order of Hylexin in just a week and has already placed several re-orders.
"Henri Bendel sold through our first order of Hylexin very quickly without really promoting it in any big way - it simply sold straight off the shelf," said Claudia Lucas, senior vice president & general merchandise manager, Limited Brands."Through StriVectin the consumer has built up a level of trust with regard to product delivery, therefore they felt comfortable that Hylexin would be a very efficacious product."
Hylexin is formulated to tackle the oxidation of hemoglobin (blood)in the capillary matrix of the peri-orbital eye area. These capillaries actually 'leak' blood that begins to oxidize creating a dark bluish-red pigmentation that looks distinctly like a bruise.
The product's key compounds help 'flush' the discoloration and strengthen fragile capillaries. The formula is also said to help to decrease capillary permeability, which minimizes the tendency of fragile capillaries to leak, and improves lymphatic circulation to reduce the appearance of puffiness that usually accompanies dark circles.
The treatment is currently available nationwide at up-market cosmetic retailers, but retailing at $95.00 a tube it is expected to have limited mass market appeal.
