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Technology, Science and Beauty Innovation

By: Donna C. Barson
Posted: August 3, 2010, from the August 2010 issue of GCI Magazine.

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Johnson & Johnson is planning a series of products to be released in kits from Aveeno, Neutrogena and RoC that harness cytomimic technology, which combines essential minerals to deliver biological levels of electric signals similar to the skin’s natural bioelectricity. It mimics the body’s natural bioelectric ability to help rejuvenate, repair and renew skin. The kits primarily involve a two-step regimen: first, the application of a serum that contains the bioelectricity technology, and then the immediate application of a cream with ingredients that help activate the serum. Another interesting aspect of these kits is that they will be sold at mass outlets such as drugstores and mass merchandisers, which is part of the continuing trend toward the upgrading of mass products with properties once only available with luxury brands.

The kits are marketed under the following names: the RoC Brilliance kit, Aveeno Ageless Vitality and Neutrogena Clinical. Elisa Bean, senior category manager for skin care at CVS Pharmacy, notes that even though they are similar, RoC targets brightening, Neutrogena applies more to lifting skin and increasing collagen levels, and Aveeno uses natural minerals to improve the natural elastin production. So while the kits are using the same technology, they each deliver a unique result and are able to appeal to different consumers.

Additionally, when you think of the beauty market and electricity, you can’t forget products using physical scrubbers to reveal younger skin. Opal by Clarisonic is popular because it works similarly to the Sonicare toothbrush. It delivers gentle vibrations to exfoliate and transfer antiaging serum into skin.

“Handheld, battery-operated devices that cleanse, exfoliate, firm and tone the skin will continue to be introduced to the market,” says Ron Robinson, an independent cosmetic chemist and founder of www.beautystat.com, a website that examines a multitude of beauty goods. “These devices may vibrate, oscillate, heat, or use electrical current to provide the consumer with a unique beauty experience, as well as better performance.”

DNA Correction and Repair

Products targeting genes and DNA correction are another hot trend, according to Robinson. “Genes are composed of DNA, which provide the blueprint or code to create and maintain cells. Certain genes such as sirtuins (the youth gene) have been shown to affect the rate at which cells age,” he says, explaining, “There will be more product launches that contain ingredients that claim to change the rate skin cells age, essentially re-programming the skin to look younger.”