EQUITANCE Launch in the U.S.

16 June 2014

In Japan, clear, bright and luminous skin has been prized for centuries, captured by artists and envied by women all over the world. Even in the early 20th century when tanning was perceived to be fashionable and au courant, Japanese women still looked to radiant, porcelain skin as a sign of youth and social status. In their quest for skin perfection, one thing was clear. They took a more holistic approach called “Bihada,” building on the Japanese belief that beautiful skin comes from skincare and the way a woman simply cares for herself – from what she eats and how she treats her body to how she cares for her skin.

Equitance skincare, a new and unique Sunstar brand to the U.S. market, captures the essence of this approach with an integrated skin care line that was 18 years in the making. Sunstar was founded in Japan in 1932 and has established a global headquarters organization in Switzerland that serves Oral Care and Health & Beauty care professionals and consumers in 90 countries around the world. Combining Japanese simplicity, purity and sensibility with botanicals, internal supplements and an advanced delivery system, Equitance was formulated to give women brighter, more radiant skin starting on the inside out.

Over the last two decades, Sunstar researchers and scientists isolated the key factors that hinder radiance: specifically, dark spots and uneven skin tone and the appearance of discolorations they create.Based on this research, Equitance uses two key components to target dark spots within select formulas, including an effective ingredient with clinically proven brightening power combined with the second, a patented delivery system that uses microcapsules that resemble the multilayered membrane of the epidermis. Through this sustained delivery system, linoleic acid, which is a brightening ingredient, is released over time, resulting in a more even texture and tone. To supplement the brightening treatments, Equitance skincare also works to hydrate skin using natural ingredients like Cherry Blossom Leaf Extract and Shell Ginger Extract.

In addition to focusing on treating skin topically, Equitance offers a dietary supplement that supports radiance from within the body. The dietary supplement contains an exclusive blend of herbs and antioxidants Vitamins C and Hesperidin which provides nutrition while supporting overall wellness. The inclusion of a supplement within Equitances’ offerings positions them as a brand that works to perfect inner and outer beauty through topical skincare and diet, offering a complete 360 approach to holistic beauty.

Available in June 2014, The Equitance Skincare Collection is complete with six products including:

Brightening Foaming Cleanser, $30

Gently lathers away dull skin cells and harmful pollutants. The perfect start — and finish — to each day, the luxurious facial foaming cleanser effortlessly washes away makeup and environmental-pollution residue. Purifies and softens the skin without stripping away essential natural emollients and oils.

Brightening Toning Lotion, $50

Perfectly balances moisture and evenly tones. This refreshing brightening toning lotion better prepares the skin to maximize absorption and improve the efficacy of the serum and cream. It restores and maintains skin’s moisture balance to enhance the complexion. When used after the Brightening Foaming Cleanser, it removes remaining dull-skin cells and environmental-pollution residue that can clog pores.

Brightening Serum + Spot Corrector, $125

Clinically proven to improve the appearance of discoloration and uneven skin tone. This pioneering spot-targeting serum formula zeroes in on the appearance of hyperpigmentation and dark discoloration. It uses patented technology to continuously deliver our key brightening ingredient, linoleic acid. With daily use, this essential step in the Brightening regimen brings clarity, brightness and radiance to skin’s appearance.

Hydrating Brightening Cream, $70

Deeply nourishes and restores radiance and vitality. The ultra-light, yet luxuriously rich cream works as a moisture lock to keep skin soft and supple. This empowered formula not only contains the patented blend of brightening ingredients with sustained delivery system, but also provides needed nutrition and hydration. Balancing and regulating skin’s performance all day, it wards off the effects of drying environmental stressors, for a vital, radiant glow.

Sunscreen Broad Spectrum SPF 36, $30

Effectively safeguards against UV rays and free radicals. The perfect primer for makeup, the sunscreen filters UV rays and environmental stressors that contribute to hyperpigmentation, photoaging and skin-harm. Enhanced with brightening and moisturizing ingredients, the fast-drying formula primes the skin and performs flawlessly under makeup.

Skin Radiance Dietary Supplement, $50, 180 tablets

Building a brightening foundation within skin. The Equitance supplement was designed to support brightening and skin health at the most fundamental levels — within the body. Calibrated to work with the balanced botanicals and proven technology found in the brightening topical formulas, our dietary supplement provides support for radiance from within*. The supplement features a proprietary blend of ingredients designed to improve skin’s vitality. When the supplement is regularly taken with the other steps in the Brightening regimen, the complexion realizes the fullest expression of true beauty, radiating soft light, as if lit from within. Proper diet and exercise awareness can only add to the beautiful radiance of the skin.

*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.

Equitance Trial Kit, $37.00

Discover the vital beauty benefits with this deluxe travel-size sampler showcasing all products within the Equitance Brightening regimen, including:

Equitance products are available for purchase on Equitance-us.com where you can find information about the brand’s approach to beauty, including historical facts from Japanese heritage and culture. Also, become a fan of Equitance on Facebook, follow Equitance on Twitter @equitanceUSA, and Google+ Equitance USA for tips on discovering your path to inner health and radiant beauty using an alternative beauty regimen.

About Sunstar Americas, Inc.

Chicago-based Sunstar Americas, Inc. is a member of the Sunstar Group of companies.

Sunstar, a global organization headquartered in Switzerland, has been providing research-based products and services in 90 countries for over 80 years. Sunstar’s mission is to enhance the health and well-being of people everywhere via its four business areas: mouth and body, health and beauty, healthy home and safety and technology.