Tuesday, April 3, 2012

International Stem Cell Corporation Provides Update on Lifeline Skin Care Business Activities

International Stem Cell Corporation (OTCBB: ISCO) (www.internationalstemcell.com) today announced an update on its wholly-owned subsidiary, Lifeline Skin Care, Inc., which develops, manufactures and markets advanced skin care products based on stem cell technologies. Made with human parthenogenetic stem cell extracts, the products (a Defensive Day Serum and a Recovery Night Serum) deliver anti-aging benefits, including healthier and younger-looking skin. These products are available for purchase through www.lifelineskincare.com and selected luxury spas across the United States.
In 2011 Lifeline appointed Donna R. Queen as Vice President of Marketing and Business Development. She has worked previously as CEO of ZO Skin Health by Obagi, as well as served in strategic marketing positions for skin care companies including Allergan, Obagi Medical Products and Valeant Pharmaceuticals. Last year the majority of Lifeline sales were directed through just one affiliate, John Mauldin, and limited to online marketing. Since Ms. Queen joined Lifeline, she has initiated new marketing initiatives to (1) assume leadership of the brand's marketing initiatives (which previously had been assigned to Mr. Mauldin); (2) add additional strategic partners; (3) distribute Lifeline through destination and resort spas; and (4) heighten brand awareness and recognition.
Lifeline anticipates that new strategic partners will begin endorsing its products in 2012, and that key opinion leaders and peer group influencers would make broadcast appearances endorsing the brand. By aligning the brand with known and respected skin care professionals who have established relationships with the broadcast media, Lifeline expects to heighten visibility for the brand and its proprietary technology.
To see an example of one of Lifeline's online marketing campaigns, go to: https://www.lifelineskincare.com/special-offer/2012-03-jm2a/
Lifeline is now being launched at Miraval, a top-rated destination resort; selected Four Seasons properties; Marriott resorts; Rosewood Hotels; and Destination Hotels and Resorts, as well as independent physicians and day spas. Additionally, as part of a new international marketing strategy, Lifeline is now being distributed in Australia and New Zealand and expects to name other new international distributors in 2012.
To heighten brand awareness, Lifeline Skin Care engaged Lippe Taylor, a public relations firm that specializes in marketing to women, particularly for health and beauty packaged goods. In the past few months, Lifeline's products have been named a "2012 Anti-Aging Breakthrough" in broadcast media (including NBC, CBS, ABC and Fox), and were featured in a HealthWatch interview with Dr. Manny Alvarez of Fox News (can be viewed at http://www.lifelineskincare.com/blog/). Additionally, the brand was named one of the most important innovations that were launched to the spa market in 2011.
The company has also begun a new Customer Relationship Management program to engage and reactivate consumers; introduced a new subscription program to incentivize automatic reorders; and initiated risk-free trials, free sampling and seasonal promotions. As a result of these efforts, Lifeline is currently experiencing both new customer acquisition and a high reorder rate. In the second quarter, Lifeline expects to begin a more aggressive telemarketing effort to increase customer acquisition and average order value.
Lifeline Skin Care is also increasing its commitment to research and development, including clinical studies which will be published in peer-reviewed medical journals. The company has re-affirmed its commitment to produce best-in-class products that meet or exceed industry standards. Consistent with this positioning, Lifeline plans to launch new retail and professional skin care products later this year.
Keeping Up with Demand
ISCO's scientists have developed a new manufacturing process to produce higher quantities of the parthenogenetic stem cell, and enable Lifeline to support increased demand. These advances also provide significant benefit to ISCO's therapeutic programs. As ISCO is also focused on the clinical use of stem cells and their derivatives to treat currently incurable diseases, large quantities of high quality cells are required for a successful clinical program and therapeutic product commercialization.
Dr. Ruslan Semechkin, President and CEO of Lifeline Skin Care, comments, "2011 was an outstanding year for us in terms of brand identity and sales, we also addressed and corrected some marketing and operational challenges. Looking ahead, and with the knowledge that ISCO has recently restructured its management team and now has strong leadership in place, I believe Lifeline is well-positioned to become the leading biotech brand of skin care, in both traditional and online channels."
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™. 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, potential sales growth, new products and distribution channels 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 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, 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.

International Stem Cell Corporation
Donna Queen, Vice President of Marketing and Business Development
Lippe Taylor
Allison Good
212-598-4400 x162
Apr 03, 2012

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