The reformulation allows the range to provide additional anti-aging benefits that consumers want.
“It is all about looking younger, isn’t it?” Doug Hosking, chief executive officer of Freeman Beauty Labs, said in a phone interview. “In addition to benefits we have always offered, [Matrixyl 3000] has the added benefit of improved skin tone and reduction of fine lines and wrinkles.”
The Vita-K Professional range contains Matrixyl 3000.
Those two key two ingredients are then blended with specific materials featured in each of Vita-K Professional’s targeted offerings. For example ,Vita-K Professional Acne Scars contains silica that helps correct and recover skin layers, aiding in the reduction of the appearance of acne scars; Vita-K Professional Age Spots relies on licorice root extract to gently diminish age spots; and Vita-K Professional Dark Circles features mica which brings more light to shadowy under-eyes, reducing the appearance of dark circles.
The reformulated SKUs, which rolled out in July, have a suggested retail price of $15 per unit—the same as it was prior to Freeman’s R&D team taking the line back to the bench.
“We always strive to offer as much value to the consumer as possible,” Hosking concluded.