June 29, 2004

By: Whitney Walace
Website: http://www.1st-in-cosmetics.com

Kinetin helps skin retain moisture and reduces the appearance of fine lines and wrinkles

Valeant Pharmaceuticals, announced plans to build the Kinerase brand and expand this important product line in 2004. Kinerase contains Kinetin, the same natural substance that helps plants retain moisture and has been shown to reduce the appearance of fine lines and wrinkles. Keeping in line with its strategic plan and focusing on its dermatology platform, Valeant is building the Kinerase franchise into a global product line by launching a series of line extensions, expanding into new markets and increasing promotional activities around the brand.

Valeant has already taken a number of steps to increase brand visibility by launching Kinerase Intensive Eye Cream earlier this year, stepping up promotional activities, acquiring global rights to Kinerase and gaining rights to license Zeatin, a naturally occurring analogue of Kinetin, as a future extension of the Kinerase brand. Valeant also plans to launch Kinerase Cream with SPF 15, Kinerase Gentle Daily Cleanser and an innovative Kinerase complex containing vitamin C later in the year. A Kinerase men's line is also in the works for the future.

Kinerase is an important product line for Valeant, and we are working to expand the product's portfolio for our customers, President and Chief Operating Officer, Timothy C. Tyson said. With the acquisition of worldwide rights to Kinerase and our recent licensing deal with Senetek for Zeatin, along with our intensive efforts to launch all of these line extensions in 2004, we will be able to provide an entire line of skin-care products for Kinerase users. We have also been encouraged to see an increase in demand for Kinerase products within the celebrity community.

The launch of Kinerase Intensive Eye Cream earlier this year is a complement to the cream and lotion already sold in the U.S. market. The eye cream is formulated with a 25 percent higher concentration of Kinetin than the cream and lotion, the substance used in Kinerase that helps skin retain moisture and reduces the appearance of fine lines and wrinkles.

As a result of its newly acquired worldwide rights to Kinerase, Valeant recently launched the eye cream and cream products in the European market. Valeant will continue to roll out the Kinerase product line through physicians, dermatologists and pharmacists in the European market throughout 2004 and 2005.

I recommend Kinerase products to my patients who have recently undergone cosmetic procedures, laser treatments or those simply wanting to improve the appearance of their skin, said Dr. Bruce Katz, M.D., Clinical Professor, Mt. Sinai School of Medicine, Director, Juva Skin & Laser Center and Director, Cosmetic Surgery & Laser Clinic Mt. Sinai Hospital. Kinerase is an excellent product and I look forward to having an entire line of products to recommend to my patients.

In the summer of 2004, Dr. Katz will be conducting a study to determine the effects of Kinerase products on facial and neck skin.

All of the Kinerase line-extension products are gentle and non-irritating and can be used in combination with other facial products.

About The Author:

Whitney Walace is a successful author and regular contributor to http://www.1st-in-cosmetics.com.  Tips on skin care, hair care and beauty products to bring out natural beauty.