Curél Sticks It to Dry Skin

Curél is introducing two innovative products in September to increase demand for dry skin products.

For most people, dry, rough skin is a problem that occurs during the winter. But feet can take a beating in the summer, developing cracks the size of the Grand Canyon. The agony of da-feet has led Curél to offer two new year ’round skin care products.

This September, Curél is introducing a 1.75-oz. Skin Healing Stick and 6-oz. Therapeutic Moisturizing Cream. Skin care products for dry skin have traditionally been a seasonal category, as winter is the time when most consumers experience dry skin, said Joe Conte, brand manager, Curél. “The Skin Healing Stick could make the jump into summertime, because feet are battered from summer use. This should provide us with solid sales year ’round,” said Mr. Conte. Curél sales have increased 10% for the first half of 1999 and Mr. Conte said these new products should lead to even bigger gains in the second half. 

Developed with a patented skin care technology and enriched with vitamins B, C and E, the Curél Skin Healing Stick is designed to deliver unsurpassed healing to severely dry skin spots such as hands, heels and elbows. The stick features an easy, non-greasy application that allows the concentrated formula to be applied directly to the problem areas without waste or mess on the hands. Its technology features a patented lipid that draws epidermal waterto damaged or dry areas, as other active ingredients seal the moisture in place, leaving the skin’s surface smooth and soft. Curél’s clinical studies show that the stick works at healing dry skin for as many as 24 hours, dramatically improving the most severe dry skin in less than seven days.

“Clinical improvement was seen in three areas with the stick: restoring the moisture barrier, softening the skin with emollients and pulling up moisture in the skin to protect it and keep it healthy,” said Conni Weaver, research scientist, Curél. A 14-day trial demonstrated a noticeable difference in eliminating the severe skin cracks in the heel area of the foot.

For supreme moisturization in a more traditional form, the Curél Therapeutic Moisturizing Cream employs powerful healing ingredients to provide 24 hours of effective moisturization. The cream features a rich formula specifically designed to rehydrate and moisturize dry skin without leaving a greasy residue. The secret to the effectiveness of this concentrated cream lies in its patented cationic technology, combining glycerin and petrolatum with a cationic emulsifier, according to the company. “For moisturizing cream, the battle is between efficacy and a nice skin feel. Therapeutic Moisturizing Cream bridges that gap. The cream is thick, but it absorbs better than any other cream in the category. The cationic formulation is the key,” said Mr. Conte.

This unique formula allows skin to absorb higher levels of moisturizing ingredients to create a protective cushion without a greasy afterfeel. The formula absorbs quickly and completely without leaving any residue, said Mr. Conte. The fragrance-free formula is even gentle enough to use on the face and will not clog pores or irritate sensitive skin.

With the addition of these two products, the Curél brand now features therapeutic products for all-over body use, as well as specific problem areas. This is the first line expansion for the Andrew Jergens and Co. brand since it was acquired from Bausch and Lomb in May 1998. Mr. Conte said the brand’s new advertising, featuring a mom going to a pharmacist, has been well-received.

“Targets for these products and these ads are busy women on the run. They want to use the product quickly and then get on with the rest of their lives. The stick is a good example of this because it can be easily used and put away,” said Mr. Conte.

The Skin Healing Stick and the Therapeutic Moisturizing Cream products will each cost $8.99 at food, drug and discount stores nationwide.