Online Exclusives

Say Yes to Blueberries

By Nancy Jeffries, Correspondent | July 22, 2010

The Yes To� gang is back and bringing the antioxidant goodness of blueberries with them.

The newest launch from the Yes To, Inc. brand is an antioxidant rich collection, targeting anti-aging with fruits and botanicals. In addition to a re-branding of the Yes To line, with new logos, updated packaging, and a campaign to “take the anti out of anti-aging,” the newest line, Yes To Blueberries Age Refresh, is all about enhancing what you have.

According to Elie Foster, director of marketing, Yes To, “Following a year-long process of development, during which focus groups were conducted, and a number of lab formulation iterations were presented and modified, it became clear that blueberries were the antioxidant of choice.” Foster noted that blueberries are rich in vitamin C and anthocyanins, powerful antioxidants, which help fight the formation of free radicals that can damage the skin’s microstructure.

Beginning with an overview of Yes To Blueberries Eye Firming Treatment, Foster emphasized a combination of ingredients, beginning with blueberry juice, and including in particular paracress flower, which helps reduce the appearance of fine lines and wrinkles, as well as rehydrate the delicate skin around the eye.

“Paracress flower is the hero in the Eye Treatment. It targets the dermal matrix and has been shown to reduce wrinkles in seven days,” said Foster, who noted that the product addresses volume, depth, and quantity of wrinkles, is 95% natural and sustainably sourced from South Africa. The Eye Firming Treatment also includes beeswax, an emollient that softens the skin, and olive fruit oil, rich in oleic acid, to help regenerate cells and attract moisture to the skin. It is free of petroleum, contains no parabens, and retails for $19.99.
Elie Foster, director of marketing, Yes To Blueberries
Yes To Blueberries Age Refresh Smoothing Daily Cleanser is formulated with apple peel and lemon peel to cleanse and brighten the skin. In addition to blueberries, the apple contains polyphenol antioxidants and natural alpha hydroxy acids, to refresh and brighten the skin’s surface, while lemon peel sweeps away dirt and grime, brightening the skin’s surface. It also features coconut oil, an all-natural moisturizer, which softens the skin. Retail price is $9.99.

Age Refresh Intensive Skin Repair Serum includes organic cotton thistle and black currant, plus apple in its formulation. Organic cotton thistle is said to boost natural collagen in the skin, targeting the outer cutaneous layer, which helps retain moisture. Black currant, rich in antioxidants and fatty acids, nourishes and soothes the skin, while apple refreshes it. It should be applied after cleansing. Retail price is $19.99.

Age Refresh Daily Repairing Moisturizer goes over the serum, and features reparative organic cotton thistle to hydrate age-damaged skin and boost collagen. It also contains aloe, for soothing hydration, plus olive fruit oil, to help repair skin barrier function and attract moisture to aging skin. It retails for $19.99. The fifth product in the line, is Age Refresh Overnight Hydrating Cream, which is 97% natural, paraben- and petroleum-free, and features, in addition to blueberries, the juice of which is number one on the product’s ingredient list, shea butter, noni fruit and sunflower seed oil. Shea acts as an emollient, noni fruit calms the skin, and sunflower seed oil provides a protective barrier on the skin’s surface. It retails for $19.99, and like the entire line, will retail at Whole Foods in mid-to-late September, as well as:

Foster notes that the collection targets the consumer who wants to make her life greener, seeks quality ingredients, and cares about the way a product looks on the shelf. “The Yes To Blueberries line is the first full line we are launching with the rebranding and one of our main goals is the democratization of skin care,” said Foster. “This line emphasizes style, function, and price point, and has been produced in the U.S.,” she noted.

The Yes To brand is now the number two brand in drug and mass retailers, according to Foster, and the enterprise, originally founded by Ido Leffler in 2006, includes the collections Yes To Carrots, Yes To Tomatoes, Yes To Cucumbers, Yes To Baby Carrots, and now Yes To Blueberries, was based on high quality organic fruits and vegetables, and a mineral elixir derived from the Dead Sea to nourish and hydrate the skin naturally.

In the years since the company was founded, it has grown from a six-store distribution, to 30,000 points of distribution. Upcoming plans for the company include migrating all production to the US, and bringing awareness of the newest lines, via Whole Foods and other retail venues, to many consumers seeking to purchase products that are efficacious, good for them, as well as functional and affordable. Additional information is available at:, and www.yestocarrots.seedfund, a non-profit, sustainable agriculture initiative, to which a portion of Yes To proceeds has been dedicated.

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