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Derma e harnesses charcoal's power.

SIMI VALLEY, Calif. -- Charcoal is one of the trendiest ingredients in skin care, and a new weapon in drawing out dirt, oil and other impurities, according to derma e, a supplier of skin care products, including the new Purifying 2-in-1 Charcoal Mask.

"Activated charcoal is one of nature's most powerful ingredients, and it can hold 100 to 200 times its own weight in impurities, helping to purge pores of deeply rooted toxins, excess oils and impurities," a company spokeswoman says. "It has been used for centuries to flush out toxins and heavy metals from the body, all while detoxing the skin.

"Activated charcoal is carbon infused with oxygen, creating an extremely porous surface that acts like a sponge. Activated charcoal is also known for its antibacterial properties, helping to clear blemishes and breakouts."

Derma e says the mask detoxifies skin of micropollutants in two ways: As the mask dries, natural clays infused with kimarine wakame, bladerwrack and activated charcoal lift out dirt, oil and bacteria to decongest pores; and as the mask is removed, an extract of apricot seed powder exfoliates away dead skin cells and captured debris.

The charcoal masks were introduced (in full size and single-use sachets) on July 1 as part of derma e's launch of its Purifying Skincare line, which also includes Purifying Gel Cleanser, Purifying Toner Mist, Purifying Daily Detox Scrub, Purifying Youth Serum and Purifying Oil-Free Moisturizer.

The line's launch was trumpeted on social media, and derma e partnered with major beauty, fitness and lifestyle bloggers to help publicize and promote the Purifying line.

The company also rolled out a Detox Challenge on Instagram, where consumers were invited to post a selfie wearing the Purifying 2-in-l Charcoal Mask with hashtags #dermae and #dermaedetox, for a chance to win a prize.

Promotions of the new Purifying charcoal masks emphasize the natural and organic ingredients that give the product its effectiveness.

Kaolin and bentonite clays absorb excess oils and impurities, thereby relieving skin congestion, derma e says. Kimarine wakame, meanwhile, is a potassium-rich and magnesium-rich seaweed that is clinically proven to protect skin against environmental pollutants (exhaust fumes, cigarette smoke, heavy metals), according to the company.

Bladerwrack, the company says, is an antioxidant-rich and mineral-rich seaweed known for its water-binding properties and for supporting healthy skin hydration and nourishment, while activated charcoal is added because of its absorbing and drying capabilities. It acts as a magnet to draw out impurities, thereby purging pores of deeply rooted toxins. Apricot seed powder, meanwhile, gently exfoliates away micropollutants.

The Purifying 2-in-l charcoal mask is ideal for people with active, urban lifestyles, derma e says. Used once or twice a week, the mask helps skin look dramatically fresher, healthier and purely glowing.

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Title Annotation:SUPPLY SIDE
Date:Aug 17, 2015
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