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TPF 50 is part of firm's omni-channel growth strategy.
March 4, 2014
By: Christine Esposito
Editor-in-Chief
Elizabeth Arden, Inc. has unveiled Triple Protection Factor Broad Spectrum Sunscreen SPF 50+, or TPF 50, which the beauty company is billing as a “groundbreaking new anti-aging product.” The launch marks the roll-out of a comprehensive new skincare line called Elizabeth Arden Rx, designed for exclusive distribution in physician offices. A key pillar to Elizabeth Arden's omni-channel growth strategy, Elizabeth Arden Rx marks the company's official entry into the global professional skincare market. TPF 50 was developed based on a unique combination of protective and restorative ingredients including a DNA Enzyme Complex, a highly potent protein protection antioxidant complex and broad spectrum SPF 50+ sun protection. This combination works synergistically to create the most effective topical skin protection on the market, according to Arden. “With over a 100-year commitment to delivering cutting-edge skincare technology, Elizabeth Arden set out to develop the next generation in topical skin protection,” said E. Scott Beattie, pesident and CEO of Elizabeth Arden, Inc., “We identified an opportunity for innovation in this category and concentrated our research on the development of a breakthrough product that addresses multiple benefits and provides unparalleled skin protection; TPF 50 is the culmination of these efforts.” Elizabeth Arden is rolling out the line in tandem with today’s release of a clinical study published in the Journal of Drugs in Dermatology. The results of the double-blind irradiation study show TPF 50 to be significantly more effective than other topical products with DNA enzymes, antioxidants and/or growth factors when these products were used in combination with SPF 50 sunscreens. The Elizabeth Arden Rx line will debut at the annual American Academy of Dermatology Meeting later this month. The products will be available exclusively at physician offices beginning in April 2014.
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