Pure Therapy that works
June 22, 2011
THE Purist Company, maker of the popular Al’chemy and A’kin hair and skincare products, has this week revealed its newest natural care weapon, Pure Therapy. Pure Therapy is a natural skin and hair range targeted to address conditions such as eczema, psoriasis, dermatitis and dandruff. “This is a range of products that
goes beyond the cosmetic benefits
of low irritant to treat people with
skin sensitivities,” said company
Chairman Dr Arthur Webster.
At present, Australia has the
leading rate of eczema and psoriasis
in the world, and the wholly
Australian product line, which took
five years from concept to
development and launch, hopes to
tap into this $90m per annum
market by offering a gentle, safe
and effective solution which puts
the needs of the consumer first.
The range’s genesis was in
feedback from customers about
their wants and concerns,
according to gm Andrew Lawrey.
He said Purist made the unusual
decision to give its chemists carte
blanche in creating the products.
“The company said forget about
the cost, because if we can design a
product that actually meets the
consumers needs and it sells in that
area then the costs will take care of
themselves eventually,” said Lawrey.
With this philosophy, company
chemists were able to use high
concentrations of active and often
expensive ingredients to formulate
Pure Therapy, and were able to
steer clear of SLS, sulphates,
mineral oils, parabens and DEA.
The resulting products are said to
help to restore the skin’s barrier
function, reduce redness and
inflammation and provide long
lasting moisturisation.
In addition, the range is also very
skin compatible, rather than being
thick and strong smelling like some
other skin barrier product linesmeaning
consumers are more likely
to keep up compliance.
Aussie pharmacists also had a say
in Pure Therapy, with Purist
consulting with them about what
type of testing would need to be
done in order to convince them of
the range’s efficacy.
The resulting clinical and
dermatological testing found that
Pure Therapy products provided
residual moisturisation at
significantly high and consistent
levels over a 24 hour period, with a
zero irritancy profile.
The range is set to be available
from July.
The Purist team is pictured above from left: Iona Yeung, Jodi Lesch, Andrew Lawrey, Elizabeth Wagner, Emma Martin, Annabelle Personeni and Arthur Webster.
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