Biozhem Promotes ‘Ceutical’ Side of Skin-Care Products

The word “pharmaceutical”--originating from the ancient Greek “pharmakeutikos” by way of the Latin “pharmaceuticus”--has long stood for something prepared and dispensed by druggists. In other words: Drugs.

Lately though, marketers of other body-care items have been borrowing the “ceutical” half of the word to come up with names intended to enhance their products’ healthful cachet. For instance, you hear “nutriceuticals” a lot for vitamins and other diet supplements.

And now a tiny, capital-hungry San Juan Capistrano retailer of skin- care products--formerly called Entourage International Inc.--is seeking a corporate face-lift under a new moniker, Biozhem Cosmeceuticals Inc.

John C. Riemann, the company’s president, says he hopes the “cosmeceuticals” banner will “add credibility” to its effort to underscore its products’ benefits to the skin.

He says the company hasn’t done independent scientific studies to verify the benefits. But studies have shown ingredients in its products can have positive effects, he says. And he points to customer testimonials, suggesting that its “Triple Serum” cream, made from a fruit acid, helps reduce fine skin lines and wrinkles by removing dead skin cells.

Riemann says “cosmeceuticals” represent a separate category of products that falls between “medically oriented” and strictly cosmetic, such as makeup.

Under its new name, the company plans to advertise its skin care line through infomercials. Next year, it plans to expand its seven-store chain of retail outlets and hopes to be operating 52 stores by 2002. It now operates shops in Santa Ana, San Diego, Tulsa, Oklahoma City, Dallas and Denver.

The company has retained Bridgewater Capital Corp., a Newport Beach investment banking company, to raise capital to fund its expansion.

Founded 15 years ago in Houston, as a multilevel marketer of skin care, health and nutritional products, the company has struggled financially for the last four years, according to its securities filings. In 1995, it moved its headquarters to San Juan Capistrano and now employs 28 people, including four at its corporate headquarters.