International Stem Cell Corporation today announced that its wholly owned subsidiary, Lifeline Skin Care, has launched a new marketing program. New promotional efforts include (1) rebranding the line to feature Lifeline's unique selling proposition; (2) creating greater consumer awareness through public relations as well as online marketing; and (3) re-marketing to existing users to strengthen brand loyalty. Research has established that the brand's proprietary stem cell technology is a critical point of difference in the skincare market, and it's also the reason to believe in the brand. New marketing materials feature the headline, "Someday, stem cells will change the world. Today, stem cells will change your skin." This messaging is now being communicated through online and traditional marketing and sales promotion materials.
The current marketing program follows six months in which little or no marketing was done by the company because initial sales that were booked in January from a December 2010 launch had far exceeded expectations and, as a result, also exceeded supplies of the unique stem cell extract that is the key ingredient in the Lifeline Skin Care products. The company has now built a substantial reserve inventory of the essential stem cell extract and has also designed new marketing programs to both minimize sudden surges in demand and permit controlled testing of new products and sales initiatives. The company has also re-engineered its quality control, logistics and customer service to deliver higher quality products and services to the consumer.
"Sales for the first two weeks of the new program were approximately 1,000 units, which is in line with our expectations and does not include any sales from pending initiatives to spas and medical clinics or international sales," said Donna Queen, Vice President of Marketing and Business Development.
"In keeping with the reporting practices of its parent company, International Stem Cell Corporation, revenue data will not be released except on a quarterly basis, but Lifeline Skin Care will continue to advise its customers and ISCO investors of new sales initiatives as a way of increasing customer awareness and referral business," said Dr. Ruslan Semechkin, President and CEO of Lifeline Skin Care. As previously announced, International Stem Cell Corporation defers all revenues associated with Lifeline Skin Care products until the 30 day right of return guarantee expires.
About International Stem Cell Corporation
International Stem Cell Corporation is focused on the therapeutic applications of human parthenogenetic stem cells (hpSCs) and the development and commercialization of cell-based research and cosmetic products. ISCO's core technology, parthenogenesis, results in the creation of pluripotent human stem cells from unfertilized oocytes (eggs). hpSCs avoid ethical issues associated with the use or destruction of viable human embryos. ISCO scientists have created the first parthenogenic, homozygous stem cell line that can be a source of therapeutic cells for hundreds of millions of individuals of differing genders, ages and racial background with minimal immune rejection after transplantation. hpSCs offer the potential to create the first true stem cell bank, UniStemCell(TM). ISCO also produces and markets specialized cells and growth media for therapeutic research worldwide through its subsidiary Lifeline Cell Technology, and cell-based skin care products through its subsidiary Lifeline Skin Care. More information is available at www.internationalstemcell.com .
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Forward-looking Statements
Statements pertaining to anticipated developments, and other opportunities for the company and its subsidiaries, along with other statements about the future expectations, beliefs, goals, plans, or prospects expressed by management, including the expected results of enhancements in Lifeline Skin Care marketing efforts, constitute forward-looking statements. Any statements that are not historical fact (including, but not limited to statements that contain words such as "will," "believes," "plans," "anticipates," "expects," "estimates,") should also be considered to be forward-looking statements. Forward-looking statements involve risks and uncertainties, including, without limitation, risks inherent in the development and/or commercialization of potential products and the management of collaborations, regulatory approvals, competition, need and ability to obtain future capital, application of capital resources among competing uses, and maintenance of intellectual property rights. Actual results may differ materially from the results anticipated in these forward-looking statements and as such should be evaluated together with the many uncertainties that affect the company's business, particularly those mentioned in the cautionary statements found in the company's Securities and Exchange Commission filings. The company disclaims any intent or obligation to update forward-looking statements.
