At the luxury end of the market, product offerings are supported by complex and relatively high cost marketing and brand strategies geared to establishing uniqueness and exclusivity.  ‘Performance’ from the consumer standpoint is evaluated as a combination of both efficacy and less tangible factors that contribute to the aura that the customer perceives – and requires.

Science-based performance claims are the key driver of today’s high end skincare industry. Just as high cost of drugs reflects the the investment of pharmaceutical R & D dollars, the buyer believes that the cost of premium cosmetics reflects advanced technology.

Without fundamental innovation, skincare strategies by dominant firms lead to rapid product turnover (introductions and withdrawals), high marketing and promotion costs, and confused consumers. As a breakthrough scientific platform, miRcutis’s RPM will form the core technology for a new paradigm in active ingredients upon which the  skincare industry can build a new generation of high performance products.