The California-based company, which specializes in scientifically based skin care formulas, said that the launch of Dermitage Anti-Aging Hand Crème serves as a seasonally targeted product aimed at counteracting the drying effects of cold winter weather. The company simultaneously launched its Anti-Aging Foaming Cleanser, a complementary product to the handcream; both products serve to expand the company's rejuvinating skin care line. According to the company's director of marketing, Michelle Robertson, both products target the more delicate skin on the back of the hands, which is particularly susceptible to chapping in harsher weather. "Switching to a more hydrating moisturizer and a soothing, non-drying cleanser can prevent irritation and protect skin throughout the winter months," she said. The launch of these niche anti-aging products adds to a growing number of highly targeted products resulting in increased segmentation of the category. In particular the company's anti-aging cleanser adds to a small, but growing, number of products that are deemed to be complimentary to both anti-aging and general skin care regimes. Similar products on the market include Nu-Skin Anti-Aging Cleanser, Peter Thomas Roth Anti-Aging Cleansing Gel and Kirby Cosmeceuticals Anti-Aging Cleanser. Dermitage's cleanser complements the company's other anti-aging products, including a two step system containing a skin lifting cream to penetrate wrinkles and a skin renewal complex to tone and hydrate. In the US the skin care market is currently estimated to be worth approximately $6bn, but the category is being led by the anti-aging segment, which is forecast to grow by 11.3 percent per annum until 2010. However, as the category shows signs of maturing in the more developed markets such as North America, increasingly targeted products are being launched in an effort to try to tap into this increasingly competitive segment.