Traditional skin care products are so 'yesterday'

Traditional facial moisturizers and skin lotions are passé to many observers of this field. Here are the latest breakthroughs bulging from store shelves:

Unilever is trying to hit a home run with the Dove Pro Age collection of face care, hair care, beauty bars, body wash, body lotion, and deodorant. Using the tag line "Beauty has no age limit," Pro Age ads ask, "Dove is pro age. Are you?" The face care line consists of products intended to minimize the appearance of wrinkles and age spots. The body lotion collection is intended to give mature skin improved surface cell turnover, hydrating nourishment, and protection. The company claims the hair care line provides the protection hair needs tomorrow.

Unilever is also unveiling Vaseline Intensive Care Renewal Age Redefining Body Lotion, designed to diminish the appearance of fine lines and wrinkles in four weeks. Ingredients include hydroaccelerators, collagen, and pro-retinol. Unilever is also launching Vaseline Intensive Rescue Healing Hand Cream with glycerin and occlusives to help stem moisture loss.

Garnier is getting into the act with Garnier Nutritioniste, a collection of skin care products that includes the following: Ultra-Lift anti-wrinkle firming moisture cream with vitamin A, omega 3+6, and rice protein; Skin Renew daily regenerating serum with vitamin C, magnesium, and lycopene; and NutriPure cleanser, which contains vitamin E, grape seed extract, vitamin B5, and green leaf extract to detoxify skin.

Alva-Amco is trotting out Prosacea, a homeopathic gel formulation for the treatment of the symptoms of rosacea, including redness, itching, burning, and dryness. The product is non-oily and contains no alcohol- or petroleum-based ingredients.

In March, Beiersdorf launched five new products: NIVEA body Good-bye Cellulite Cream; NIVEA body Good-bye Cellulite Patches; NIVEA body Sun-kissed firming moisturizer; NIVEA Visage Sun-Kissed Facial Moisturizer; and NIVEA Visage Q10 Gentle Spa Micro-Dermabrasion Kit. In April, Beiserdorf unveiled NIVEA FOR MEN's Energizing Hydro Gel, a light, quick-absorbing moisturizing formula that is supposed to refresh the skin while delivering a cool burst of energy. The item is formulated with mint extracts, magnesium, and taurine.

Beiserdorf is also introducing Eucerin Dry Skin Therapy Calming Itch-Relief Treatment. Ingredients include cooling menthol in a natural oatmeal formula. The firm is also coming out with Eucerin Sensitive Facial Skin Redness Relief Soothing Anti-Aging Serum with Coenzyme Q10.

Johnson & Johnson Consumer Products is premiering Ambi Skin care products designed to improve the skin of African-Americans. Items include Ambi Even & Clear Facial Care, with soy extract and vitamins C and E, and Even & Clear Foaming Cleanser, an exfoliating wash. There is also an acne-clearing treatment and a daily moisturizer.

Procter & Gamble is bringing out Olay Regenerist Anti-Aging Lip Treatment with hydra-peptide complex. The treatment is supposed to help reduce the appearance of vertical lines and improve lips' overall condition.

And for the chains:

Walgreens is bringing out an exclusive line called Dr. Jeannette Martello's Skin Essentials Daily Measures Anti-Wrinkle Serum. The anti-aging skin care treatment consists of ampules containing vitamins A, C, and E, designed to dramatically diminish the depth and number of wrinkles.

CVS is trying to outpace its rivals with Eau Thermale Avene Couvrance Corrective Make-up. In February, CVS invited customers to have a three-minute perfect skin consultation at select CSV/pharmacy Health Skincare Centers. The Couvrance regimen includes cleansers, lotions, concealer sticks and pens, foundation, and powders.

CVS is also expanding its exclusive Lumene skin care line with Vitamin+ Radiant Dual Serum. The single portable bottle houses a morning serum with cloudberry seed oil and an age-defying night serum with blueberry. A second entry is Lumene Radiant C Energy Capsules. Ingredients include cloudberry seed oil, which is supposed to smooth wrinkles and promote rejuvenation of skin.