The skin care line will be marketed through the RHEI Pharmacy Division, which focuses on consumer healthcare and neutraceuticals, particularly in the China market. The Drs. Hans Schreuder brand is already well know in its home market of Germany and throughout Europe, but the company now wishes to expand its global footprint by tapping into faster market growth in China and other emerging Asian countries. Distrubition key to accessing the Asian markets "The company's flagship scar treatment product, in particular, will benefit from RHEI's expertise marketing to medical professionals such as dermatologists and plastic surgery clinics," said RHEI CEO Joos Horsten. "We have included this line of products within our Pharmacy Division and we look forward to building market awareness and acceptance through a strategy that includes outreach to medical professionals, as well as retail outlets such as pharmacies and spas," he added. The skin care line currently includes seven products that aim to enhance the skin nutrition levels due to the inclusion of vitamins, minerals and a range of other natural ingredients. Those ingredients feature vitamin E, amongst others, together with natural substances such as oatmeal, yeast and hamamelis exctract, soya, rice and natural lactic acid. The company says that the combination of these ingredients helps to create a skin care regime based on homeopathic and phytotherapeutic principles that in turn helps to stimulate the skin. Scar and anti-ageing treatments As well as the scar treatment, the product line includes smoothing morning and day anti-ageing creams, a facial cleansing lotion and a refreshment cream for the legs. The company is hoping that the range will particulalry appeal to the Chinese consumer and tap into growing spending power derived from the unprecedented economic growth experienced in the coutnry in recent years. "With an increase in Chinese living standards, people are seeking more specialised products and appreciate a holistic approach to skin care, " said Drs. Hans Schreuder president and founder Dr. Hans Schreuder. Although the launch joins a growing number of western skin care and personal care brands being launched onto the Asia and China market, the flow of product launches has not been a one way street. Earlier this month China-based company Chengshuo Pharmaceutical announced that it was launching its skin care line with a campaign featuring both television shopping and retail distribution.