August 05, 2015
RxGenesys Taps Supermodel as Face of Brand
Porizkova recently celebrated her 50th birthday by skydiving—for the
first time—in her home country of the Czech Republic. And while jumping out of
plane can be checked off of her bucket list, one of the original ‘supermodels’
who has graced dozens of magazine covers throughout her career can’t say the
same for doing any skin enhancements, including Botox and fillers.
Which is why
she was targeted as the perfect candidate to be the face of new skin care brand,
RxGenesys. The line’s founder, Dr.
Jeffrey Gibson, has more than 20 years experience in cosmetic, reconstructive and hand surgery, and has a practice at Mercy Hospital in
to find a woman of a certain age and celebrity that hasn’t had anything done.
She was the perfect fit,” Dr. Gibson said.
recalls it, she was contacted in January to see if she would be the face of
this yet-to-be marketed skin care line. It’s premise is that it’s a four-step,
twice-a-day regimen that uses Induced
Pluripotent Stem Cells [IPS] as
its hero ingredient. But she needed to make sure the product delivered the
results it was claiming: on average, RxGenesys users see a 56% reduction in
fine lines and wrinkles—within 56 days.
“As a model
for 20 years, I hawked my body and soul for many brands. Now, I select who I
partner with,” Paulina said during an editor briefing on Tuesday morning at The
EDITION in Manhattan.
And in under
a week and a half of using the products, she said she called her manager to get
the deal signed.
“I knew this
was different. I saw results and have been using it religiously,” Paulina said.
RxGenesys, it’s recommended that in the morning a user first cleanse with the
RxCleanser, which is infused with green tea. Then, RxMoisturizer is applied,
followed by the RxIlluminator. RxVital, a serum, is to be used at night, after
the line apart from others, Dr. Gibson said, are the IPS stem cells, which are adult cells that have been genetically reprogrammed to an embryonic stem cell–like state by being forced to express genes and factors
important for maintaining the defining properties of embryonic stem cells. The technology was awarded a Nobel Prize in 2012.
Dr. Gibson first used the technology to treat his mastectomy
patients' skin. He noticed the change in their to be so drastic, as did his wife, Kirsty
Barany, that the two thought to bring the technology to the masses within a
skin care line.
Kirsty, a marketer, helped on the development of the line
and its subsequent distribution. Also on board is Kevin Harrington, an investor
and founder of As Seen on TV, who is helping support the line.
sold on the brand’s website and Amazon.com, and has already sold 5,000 units. At
the end of August the brand is launching a 30-minute infomercial, featuring
Paulina. The kit of four product sells for $120 and lasts for three months.