Hylexin(TM) Shatters Sales Records: 'Serious Dark Circles' Formula Captures Consumers' Imagination and a Large Share of the Specialized Cosmetics Market

Jul 18, 2005, 01:00 ET from Bremenn Research Labs

    SALT LAKE CITY, July 18 /PRNewswire/ -- In just a few short weeks,
 Hylexin(TM), the first formula specifically developed for serious dark eye
 circles, has raced to become the fastest selling new eye cream in decades.
 Prestige beauty retailers report that Hylexin sales have been extraordinary:
 the product has sold out in many stores in less than two weeks.  The only
 other formula to have such a surprising debut was StriVectin-SD(R), the
 stretch mark cream turned anti-wrinkle phenomenon that continues to set new
 sales records across America, Europe and Asia.
     "We've never seen a new eye cream explode off the shelves like Hylexin,"
 said Gina Gay, spokesperson for both StriVectin and Hylexin.  "But we did
 anticipate a huge demand for the formula.  Bremenn Research Labs conducted
 market research prior to the release of Hylexin showing that 8 out of 10 women
 and 1 in 2 men are concerned about serious dark circles under their eyes.
 Until the introduction of Hylexin, consumers didn't have many options, as most
 cosmetics manufacturers chose to ignore the problem of serious dark circles.
 Our decision to develop Hylexin appears to have been a good one."
     Henri Bendel, Manhattan's Fifth Avenue specialty store, sold completely
 out of its first order of Hylexin in just a week and has already placed
 several re-orders.
     "Henri Bendel sold through our first order of Hylexin very quickly without
 really promoting it in any big way -- it simply sold straight off the shelf,"
 said Claudia Lucas, Senior Vice President & General Merchandise Manager,
 Limited Brands.  "Through StriVectin the consumer has built up a level of
 trust with regard to product delivery, therefore they felt comfortable that
 Hylexin would be a very efficacious product."
     Dr. Vivian Bucay, an independent board-certified dermatologist in San
 Antonio, Texas, sees a number of patients who inquire about reducing the
 appearance of their dark circles.  "In the past I have recommended eye creams,
 but nothing really has worked ...  I have also recommended cover-up and
 foundation as well, because until now, there has not been anything available
 like Hylexin."
     Said Ms. Gay: "We're glad our researchers and product development teams
 were able to offer a solution to the problem of the appearance of serious dark
 circles and create a product Americans seem to love and trust."
     About Hylexin
     Hylexin(TM) is the first formula specifically developed to address the
 underlying cause of serious dark circles: the oxidation of hemoglobin (blood)
 in the capillary matrix of the peri-orbital eye area.  These capillaries
 actually "leak" blood that begins to oxidize (through a process called
 hemoglobin degradation)...  creating a dark bluish-red pigmentation that looks
 distinctly like an ugly bruise.
     Hylexin's key compounds help "flush" the discoloration and strengthen
 fragile capillaries.  The Hylexin formula also helps to decrease capillary
 permeability, which minimizes the tendency of fragile capillaries to leak, and
 improves lymphatic circulation to reduce the appearance of puffiness that
 usually accompanies dark circles.
     Hylexin is available nationwide at leading cosmetic retailers, including
 Bloomingdales, Macy's and Saks Fifth Avenue.  It retails for $95.00.  For more
 information visit www.hylexin.com.

SOURCE Bremenn Research Labs