RoC Age Diminishing Moisturizer Taps Into J&J Soy Technology
This article was originally published in The Rose Sheet
Executive Summary
RoC Age Diminishing Daily Moisturizer is launching as the brand's first skin care product formulated with soy, according to the Johnson & Johnson division
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RoC Age Diminishing Daily Moisturizer is launching as the brand's first skin care product formulated with soy, according to the Johnson & Johnson division. Debuting in mass market doors in March, the moisturizer features an exclusive Soy Complex that keeps the ingredient's essential, active components such as proteins, lipids and carbohydrates intact. RoC's move into soy-based products mirrors the launch strategy of sister brand Aveeno , which introduced the mass market's first soy skin care products in 2001. Aveeno's soy line has since grown to include multiple product lines and is currently being expanded with Positively Smooth hair minimizing skin care products (see 1 (Also see "Aveeno Hair Minimizing Entry Makes Positively Smooth Debut In March" - HBW Insight, 24 Feb, 2003.) ). RoC's Soy Complex evens-out the appearance of melanin, which becomes uneven with age, while reducing the appearance of age spots, diminishing wrinkles and improving skin firmness, RoC claims. In consumer testing, more than 85% of women who used the products daily noticed a visible improvement in skin after two weeks of use, J&J claims. In a 12-week, double-blind clinical study, Age Diminishing moisturizer reduced the appearance of wrinkles and diminished the appearance of age spots, J&J added. Age Diminishing Daily Moisturizer is appropriate for all skin types and will be available with or without SPF 15. The suggested retail price for both is $14.99 for a 3 oz. bottle. The product is housed in a white pump dispenser flagged "with soy complex and vitamin E" in green. Packaging claims the moisturizer, "revitalizes skin tone, visibly reduces wrinkles & improves firmness." The moisturizer joins RoC's existing Retinol Actif Pur anti-aging line. Retinol Actif Pur products are said to visibly reduce signs of aging in 12 weeks. Protient Lift Night Firming Cream and Retinol Actif Pur Anti-Wrinkle Cleansing Lotion were added to the line last year (2 (Also see "J&J DMAE Anti-Aging Skin Benefits Research Promoted At AAD Meeting" - HBW Insight, 4 Mar, 2002.), p. 4). RoC, a French skin care brand established in 1957 and devoted to anti-aging, markets skin care products in the Anti-Wrinkle, Anti-Cellulite, Moisturizing, Firming, Cleansing and Tone & Texture categories. In addition to RoC and Aveeno, J&J's skin care business also includes Neutrogena and Clean & Clear . |