Fujifilm takes diversification to new levels with its latest introduction, the Astalift beauty care range.
No, it's not 01 April. No it's not a spelling mistake. And no, it's not one of those headlines providing a tenuous hook to something more relevant but possibly less interesting – Fujjilm really does have a range of anti-ageing creams, and today the Japanese firm said it intends to sell them beyond its domestic market, where sales have grown steadilly over the past few years, and launch them worldwide.
The range will go on sale in February 2012, four years after it was introduced in Japan by the company's healthcare business, and two years after it was introduced to China. Named Astalift, it bears a similar name to one of the company's best known film products, Astia, which Fujifilm boasts has "excellent skin tone reproduction".
The "anti-ageing" skincare range was "developed using cutting edge core technologies accumulated over many years of research and development of photosensitised materials. These distinctive technologies include the findings of its own collagen research, anti-oxidization technology and nano-technology", says a statement released this monrning, before going to make less tangible claims that the "products are set to revolutionise the UK market for those women searching for youthful looking skin that 'reveals its inner light'".
It contains collagen and astaxanthin – "an increasingly-popular skin conditioning agent approximately 1000 times more powerful than the coenzyme Q10" – and will be launched by a new business division, European Beauty & Health, first in France, and then in the UK, Spain and Germany over the course of next year.
"Fujifilm has always diversified using its specialised technical abilities," says the statement, "enabling growth in emerging markets to support its core business and remain committed to these markets, such as photo imaging."
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