(More!) Beauty Buzz. Kinerase Launches Mass Market Skincare Line

January 28, 2011 • Beauty

Products in the Dr. LeWinn by Kinerase skin care brand

Huzzah! Happy Good News Friday! Skin care brand Kinerase has just announced they have created a lower-priced offering called Dr. LeWinn by Kinerase, slated to enter selected Wal-Mart and Walgreens stores in February. The new line is named for Dr. LeWinn’s Private Formula, a line within the Australian premium skin care market founded by the late plastic surgeon Lawrence LeWinn, which was acquired in 2009 by Kinerase parent Valeant Pharmaceuticals International.

“We look forward to the launch of Dr. LeWinn by Kinerase,” said Carmen Bauza, vice president of beauty for Wal-Mart. “The arrival of the line at Wal-Mart reflects our commitment to listening to our customers and providing them with access to the quality brands that they want at affordable prices.” Dr. LeWinn by Kinerase’s 10 initial products will be priced from $10 to $35, while most of the products in Kinerase’s prestige line sold at Ulta and Sephora and its Pro+Therapy line are at least double that amount and often exceed $100.

Speculated best-sellers in the line are the Instant Dermal Wrinkle Filler, described as “the first product in mass with an instant wrinkle-erasing effect,” and three Lift & Resculpt products: Anti-Wrinkle Night Cream, Anti-Wrinkle Eye Cream and Serum XK.

Reps at Valeant noted they wanted to come out with a mass-retailer line to appeal to a broader audience.  But WWD notes that there is some risk in jeopardizing Kinerase's already established premium standing, mentioning Frederic Fekkai as a coautionary tale. Sephora, who carries Kinerase's prestige line, dropped Fekkai when the hair care brand decided to head to Target and Wal-Mart. Sephora declined to comment to WWD whether Dr. LeWinn by Kinerase would impact Kinerase’s standing at its stores.

Yet reps at Valeant seem unphased. “Our attempt is to continue to build all these lines. I think that multiple lines can exist,” said Jen Smoot, marketing director for Aliso Viejo, Calif.-based Valeant’s U.S. cosmeceuticals division. of the mass, professional and prestige branches of Kinerase. It seems only time will tell…..but in the meantime let's stock up on as much Kinerase as we can!

-Alia Rajput

Article and Photo Source: WWD

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