by Holly Haber and Andrea Nagel
Posted Friday March 25, 2011
From WWD Issue 03/25/2011 WWDStyle Issue 03/25/2011
NEW YORK — The words “hyaluronic acid” don’t exactly roll off the tongue, nor is it the kind of subject one would expect to draw a crowd to The Standard hotel. But there, on Wednesday night, a group that included model maker Eileen Ford, author Judith Newman, hair stylist Yves Durif and even scientists hailing from Budapest gathered for the launch of skin care line Eraclea. Of course, it helped that the line was developed by Dr. Janet Denlinger, wife of Dr. Endre Balazs, father to The Standard’s owner André.
Eraclea features a patented HylaFusion® technology that combines three molecular weights of hyaluronans to penetrate different levels of the skin, explained Morgan Hare, president and co-owner of Hylaco LLC, the parent company of Eraclea. Hare has been a marketing executive at BeautiControl, QVC, Avon, Revlon and other companies.
Denlinger, Hare’s business partner and longtime friend, has been researching the function and medical applications of hyaluronan for two decades with her husband, Dr. Endre Balazs, an award-winning scientist working in this field for more than 50 years. Hyaluronan is a key component of the skin and a lubricating agent in cartilage, synovial fluid and tissue.
The couple introduced hyaluronic acid to Estée Lauder in the early Eighties, which used it to formulate Night Repair.
“We came up to New York City with our little bottle of hyaluronic acid. We had two appointments, one at Revlon and one at Estee Lauder. Revlon passed on it and Estee Lauder said they had two slots open for later that year. We filled one of them,” said Denlinger, adding that she had suggested they use a dropper for the finished product. They ultimately did.
Now, Denlinger has partnered with Hare for Eraclea, which uses a formula that is designed to hydrate more effectively than hyaluronic acid alone and to facilitate the delivery of antiaging ingredients, including antioxidants, vitamins, peptides and botanicals, Hare said.
Eraclea is targeted at anyone who washes their face, as it is meant to hydrate skin. It will be sold through an independent sales force to plastic surgeons, dermatologists, aestheticians and spas and through a company web site, www.eracleaskincare.com. Hare projects first-year sales at $500,000.
The launch party in New York got them face time with some its movers and shakers, as well as a party room at The Standard.
Up from Dallas, where the company is based and where Hare lives, Eraclea offers 10 products retailing from $35 to $95 that are all formulated with the HylaSpongeSystem.
Hare packaged them practically, putting the night treatments in black containers to distinguish them easily and all of the serums in bottles with pumps.
The premium products are 5 Night Perfecting Peel and Pure Hydration Serum/Zinc.
Eraclea also offers 30 ml. formulas including: Intensive Hydrating Day Cream, Restorative Hydrating Night Cream, Daily Bamboo Exfoliant.