Anti-Aging Breakthroughs by Way of J&J

Johnson & Johnson is set to roll out new products that have their roots in wound care, a company stronghold.

Based on bioelectricity, the system will be available in three mass beauty skin care brands, Aveeno, Neutrogena and RoC, and sold in kits, priced from $24.99 to $49.99. According to sources, retailers are already applauding the launches.

The new system, dubbed Cytomimic, is said to harness the power of the body’s own innate bioelectricity signaling system to generate energy to the surface layers of the skin to stimulate the renewal process.According to J&J executives, zinc and copper are the “battery” and they get together and produce a small current to help the skin.

Each kit requires users to follow a two-step system, by first applying a serum or gel that contains the bioelectricity technology and then immediately applying a cream that contains ingredients that help activate the first one.

The RoC Brilliance kit makes the boldest claims, with clinicals that show antiaging improvements around the eye area in as little as three days. RoC, uses E-Pulse, a patented technology, in an Activating Serum, which is meant to be applied first. The second step, the application of a Boosting Complex that contains antiaging ingredients, then triggers ion-mineral conductors in the Serum to rejuvenate the look of skin. RoC Brilliance includes three treatment systems. The Eye Beautifier asks the user to apply the Activating Serum around the entire eye area, followed by the Beautifying Crème. The RoC Brilliance Day Rejuvenating Moisturizer SPF 20, calls for applying the Activating Serum all over the face immediately followed by the Rejuvenating Crème SPF 20. Then there’s RoC Brilliance Night Recharging Moisturizer, which uses the Activating Serum followed by the Recharging Crème. Each kit will sell for $49.99.

The Aveeno Ageless Vitality uses natural ingredients with the Cytomimic technology to get antiaging results. This system contains a blend of naturally charged biominerals, such as zinc and copper, in a Biomineral Concentrate, which, when combined with an antiaging moisturizer containing ingredients such as blackberry leaf extract and dill, builds elastin and “restores energy to elastin-deficient skin.” There are three kits available under the Aveeno brand, as well, one targeting eyes, and one for day with SPF 30 and one for night. The Aveeno kits will sell for $39.99.

Neutrogena Clinical contains a multipatented Ion 2 Complex in a Gel Serum that J&J said when combined with an Activating Cream fortified with Tetrol-E, aims to smooth and refine skin over time. A Facial Lifting Wrinkle Treatment SPF 30, Eye Lift Contouring Treatment, Lifting Wrinkle Treatment Starter System SPF 30 and Eye and Facial Lifting Wrinkle Treatment Night are available with all except the starter kit selling for $24.99; the starter kit will sell for $34.99.