CARLSBAD, CA June 12, 2012, International Stem Cell Corporation (OTCBB: ISCO) www.internationalstemcell.com has announced new sales and marketing initiatives for its Lifeline Skin Care products (www.lifelineskincare.com). These efforts are designed to enable Lifeline to robustly, strategically and profitably grow the business.
During June and July, new integrated advertising campaigns will be launched in three marketing channels—online, in newspapers and magazines, and through direct mail. The campaigns will feature Lifeline’s innovative stem cell technology and proof of the brand’s potential: younger looking skin. Although the ads will eventually be national in reach, the first few months will be devoted to optimizing the creative approach, targeting, frequency, timing, positioning, offer and ROI.
Key Opinion Leader and Peer Group Influencer
Elizabeth K. Hale, MD., one of the nation's top dermatologists, is now endorsing Lifeline Skin Care to both consumer and trade audiences. Dr. Hale is an Associate Clinical Professor of Dermatology at New York University, a private practitioner and a guest of the Doctor Oz show, the Today Show and Good Morning America. During the week of June 4 she met with beauty editors for Prevention, Health, Town and Country, Allure, FoxNews.com and InStyle, to present Lifeline Skin Care and its unique technology. The endorsement of a leading dermatologist should not only enhance the credibility of the brand but increase its visibility.
Email campaigns through strategic partners have been very successful at marketing Lifeline products. To expand that effort, several new key opinion leaders have now agreed to endorse Lifeline Skin Care to their social networks, including Mrs. Jeri Thompson, a conservative spokesperson, radio and TV guest and advocate for non-embryonic stem cell research; and authors, experts and media personalities in the areas of women's health, yoga, cosmetic dentistry, and retirement planning. Many of these partners plan to market Lifeline through their social network (email marketing, blogs, Facebook, etc.) as well as through personal and radio appearances. Most of these campaigns will launch during the third quarter.
During the week of June 12, Lifeline is launching two campaigns directed to 27,000 cosmetic dermatologists and day spas. These campaigns are focused on providing information to skin care professionals, including dermatologists and plastic surgeons, to understand and embrace the significance and value of stem cell extracts for skin rejuvenation.
Donna Queen, newly appointed President and CEO of Lifeline Skin Care said, “There is an enormous opportunity for us in skincare and we’re now prepared to commit the people, energy and resources. We intend to take the leadership role and intend to make Lifeline own the stem cell skincare category. Effective immediately, we are accelerating and expanding our marketing and sales efforts to increase awareness and drive sales.
“Increasing awareness of Lifeline’s unique technology will enable us to stand apart and ahead in the anti-aging category. Stem cell skin care is still in a nascent phase, it’s time for us to seize the opportunity,” continued Ms. Queen.
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 (www.lifelinecelltech.com), and stem cell-based skin care products through its subsidiary Lifeline Skin Care (www.lifelineskincare.com). More information is available at www.internationalstemcell.com or follow us on Twitter @intlstemcell.
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Statements pertaining to anticipated developments, the potential benefits of sales and marketing initiatives, 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, competitive conditions and developments, the 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
Dr. Simon Craw, Executive Vice President Business Development