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Cellulite product rush. (new products designed to fight appearance of cellulite)(includes related article)

Drug & Cosmetic Industry

| September 01, 1994 | Omelia, Johanna | COPYRIGHT 1984 Allured Publishing Corp. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

Body treatment has long been long been the special province of the prestige element of the business, but this year's new crop of specialized skin care products goes beyond just the prestige product marketers. In this broader category is a new flurry of products that purport to fight ghe appearance of celulite and generally improve the texture of body skin. And unlike a somewhat earlier covey of products, these comprise some formulations whose efficacy seems to be clinically documented (though whether that documentation is sufficient to satisfy network review boards and other non-governmental groups is another issue).

Riding the crest of this new wavelet is Dior Svelte Cellulite Control Complex ($48 for 6.8 ounces), which boasts a "totally new formula" combining four plant extracts: plectranthus and cola to regulate, restore and maintain an ideal lip balance, visnaga vera and terminalia sericea to act as "streamlining" agents.

Christian Dior says it did "extensive clinical testing," at least enough to cram the pages of its press release with numbers and data. After one month of using the product, 70 percent of women reported reduced appearance of cellulite, 69 percent improved skin tone, 57 percent noticed smoother skin. Even more impressive to the marketing department of the company, two…

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