AmLactin® Makes a Big Splash: Taps Olympic Swimmer, Author and Mom, Dara Torres, as Brand Ambassador

MAPLE GROVE, Minn., March 21, 2012 /PRNewswire/ -- AmLactin® Alpha-Hydroxy Skin Care, the #1 moisturizer brand recommended by dermatologists for rough, dry skin, announced today that twelve-time Olympic medalist and best-selling author, Dara Torres, will serve as its first ever brand ambassador. The 44-year-old Olympic athlete and mother will help launch the "Ultra Skin Performance" campaign. The campaign is devoted to educating women of all ages about the internal and external elements that contribute to dry skin, one of the most common skin challenges, and features insights into skin care from Torres and leading New York Cosmetic Dermatologist and author, Dr. Doris Day. Together they will share "The Fundamentals of Fit Skin" to help women with dry skin strive to look and feel their best at every life stage. Today's announcement is part of a series of media tactics to help reinvent the AmLactin® line and attract women of the 21st century through the debut of contemporary packaging, which is now transitioning into retail stores.

(Photo:  http://photos.prnewswire.com/prnh/20120321/CG73723)  

"Dara is an intense performer with great strength and timeless beauty," said Mark Evenstad, President and CEO, Upsher-Smith Laboratories, Inc. "Her remarkable accomplishments as an athlete and her devotion as a mother are inspirational and will help AmLactin® turn up the volume about the benefits of integrating our line into a daily skin care regimen, especially for those with dry skin challenges."

AmLactin® has shed its skin and is donning a fresh, new look while continuing to bring dry skin sufferers the same effective, hard-working formulas. The makeover comes with a new name: AmLactin® Alpha-Hydroxy Skin Care. The contemporary design graces white, pearlescent bottles and tubes complemented by a series of vibrant colors and a signature droplet to convey the line's intensity and success at helping skin retain its moisture. 

"I have been swimming since I was a little girl and spend 20-30 hours a week training, so I have been challenged with helping my skin fight many elements over the years," said Dara Torres. "The 'Ultra Skin Performance' campaign will give me the opportunity to discuss my pillars of success and, hopefully, will help to educate women about how to get their skin to look and feel its best."

The "Ultra Skin Performance" campaign will include a series of video blogs entitled 'Smooth Talk,' hosted by leading Cosmetic Dermatologist, Dr. Doris Day. Dara will serve as a featured guest and will share her secrets to maintaining beautiful skin. The series will be housed on www.littleredbumps.com, AmLactin®'s website devoted to soft, silky skin, and integrated into the brand's Twitter (www.twitter.com/AmLactin) and Facebook (www.facebook.com/AmLactin) pages. AmLactin® also plans to host Twitter chats with Dara and Dr. Day throughout the year.

Keep up with more exciting news from Dara herself on Twitter (www.twitter.com/DaraTorres), Facebook (www.facebook.com/OfficialDaraTorres) and www.daratorres.com.

Since her first international swimming competition at age 14, Dara has proved that she is far from the average athlete. She is the first American swimmer to compete in five Olympic Games and has been decorated with 12 Olympic medals in her career. In 2008, Dara captured the hearts and minds of people of all ages when she launched her comeback as a new mother at the age of 41 – eight years since her last Olympics when she retired from competitive swimming. Now 44, she has qualified for the 2012 Olympic swimming trials and is on track to becoming the oldest Olympic swimmer ever.

About AmLactin® Alpha-Hydroxy Skin Care

AmLactin® moisturizers contain alpha-hydroxy acids (AHAs), which are effective at exfoliating and hydrating the skin. AmLactin® formulas also contain emollients and humectants that help retain the skin's natural moisture and draw water to the skin so it looks and feels soft and smooth. The AmLactin® Alpha-Hydroxy Skin Care line includes AmLactin® Moisturizing Body Lotion, AmLactin® Ultra Hydrating Body Cream for severe dry skin (formerly AmLactin XL®) and AmLactin® Foot Cream.

AmLactin® Ultra Hydrating Body Cream is specially formulated for severe, persistently dry skin areas that need extra attention. It contains the advanced, patented ULTRAPLEX® formula that gently exfoliates and is clinically proven to intensely hydrate for long-lasting moisture. With rich humectants and creamy emollients, AmLactin® Ultra provides serious relief.

As with all products containing AHA, be sun smart: use sunscreen, wear protective clothing, and limit sun exposure while using these products and for a week afterward.

All AmLactin® products are available without a prescription at Costco, Walmart, Walgreens, CVS, Rite-Aid, www.drugstore.com and other fine retailers nationwide. For more information, a store locator and downloadable coupons, visit www.amlactin.com.   For tips on managing dry skin associated with Keratosis Pilaris and to watch a video on "How Lactic Acid Works," visit www.littleredbumps.com.

Some skin conditions may be worsened by moisturizers, so people should always follow their doctors' skin care recommendations.

Upsher-Smith

Upsher-Smith Laboratories, Inc. is a privately held, U.S.-based company devoted to improving health and advancing wellness since 1919.  Upsher-Smith demonstrates its commitment to meeting the healthcare needs of its customers through developing, producing and marketing consumer and prescription products.  In addition to its strong heritage in generics, Upsher-Smith's branded businesses focus on women's health, dermatology and CNS therapeutic areas.  For additional information, visit http://www.upsher-smith.com.

Sources:

Data on File. Upsher-Smith Laboratories, Inc.

SOURCE Upsher-Smith Laboratories, Inc.