The coveted celebrity endorsement can be a start-up brand’s big break, pulling a newcomer out from the sea of products in a category or helping an established, but foreign brand gain a foothold in a new country.
For Sif Cosmetics, May 9 is surely circled on the company calendar; on that day, entertaining guru Martha Stewart told her TV audience about her new beauty secret: Sif’s BioEffect EGF Serum.
Stewart told the told the studio audience and viewers at home that the First Lady of Iceland Dorrit Moussaieff introduced her to the serum three months ago, and she was so smitten, she has been using it nightly ever since.
BioEffect EGF Serum is new to the US marketplace (it is in a soft launch phase here, said officials). But the serum is already quite popular in its native Iceland; in fact, 1 in 3 women are using it there, the company said.
An endorsement from Martha Stewart might propel BioEffect's sales in the US.
The treatment contains EGF (Epidermal Growth Factor), a cellular activator that improves the appearance and health of the skin by encouraging the skin to repair its own cells. EGF, according to Sif Cosmetics, occurs naturally in human skin and has the ability to speed up the rate of cell turnover, helping the skin to maintain its youthful radiance. But as people, age the skin slows its natural production of EGF, leading to fine lines and a loss of firmness and elasticity.
Applying the serum in the evening will stimulate the process of cell renewal and minimize the effect of aging, according to the company. Suitable for all skin types, BioEffect works to noticeably reduce lines and dark circles as well as hydrate and increase elastin and collagen production to ultimately help fight the visible signs of the aging process. The results are plumper, firmer, fully hydrated skin with a fresh and more youthful appearance, according to officials with Sif Cosmetics.
The formula was developed in Iceland and is based on 10 years of biotechnology research and Nobel Prize-winning research. There’s a proprietary production technique, which produces a very pure and highly concentrated form of EGF, according to the company.