--- description: Here's the latest wrinkle in skin care: Elizabeth Arden, the cosmetics giant, and Allergan, the $2.2 billion maker of Botox, have teamed to bring you the first-ever cosmetic version of a... title: Wrinkle Free for $150 image: https://static.time.com/v3/assets/bltea6093859af6183b/bltde093bcdab65f2d0/6988d9b9bc6cfc69913e2a3c/time-logo.jpg?branch=production --- * [Business](/section/business/) # Wrinkle Free for $150 by [Dody Tsiantar](/author/dody-tsiantar/) Nov 20, 2005 5:00 AM CUT by [Dody Tsiantar](/author/dody-tsiantar/) Nov 20, 2005 5:00 AM CUT Here’s the latest wrinkle in skin care: Elizabeth Arden, the cosmetics giant, and Allergan, the $2.2 billion maker of Botox, have teamed to bring you the first-ever cosmetic version of a pharmaceutical product. Until now, Prevage, Allergan’s topical antiaging treatment, has been available for purchase only at a dermatologist’s office or medical spa. By December, a creamier and less concentrated version of the wrinkle cream will be on sale at select U.S. department stores ($150 for 1.7 oz.). Overseas customers will be able to find it beginning in March. This cosmeceutical alliance is a harbinger of a new market segment. “This is opening up an entirely new category of skin-care products,” says Arden’s chairman and CEO, Scott Beattie. In a world of aging boomers, both companies see vigorous opportunity. Says Allergan vice president Bob Rhatigan: “Our product \[will get\] more brand exposure.” For the $920 million Elizabeth Arden, which two weeks ago cut its 2006 fiscal earnings forecast because of depressed consumer spending in Europe, Prevage could help it break through the cluttered $7 billion antiaging skin-care market–and give its sagging profits a lift. ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/archive/6675521/wrinkle-free-for-150/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/archive/6675521/wrinkle-free-for-150/"},"headline":"Wrinkle Free for $150","datePublished":"2005-11-20T05:00:00.000Z","dateModified":"2026-02-27T09:00:21.027Z","description":"Here's the latest wrinkle in skin care: Elizabeth Arden, the cosmetics giant, and Allergan, the $2.2 billion maker of Botox, have teamed to bring you the first-ever cosmetic version of a...","url":"https://time.com/archive/6675521/wrinkle-free-for-150/","keywords":[],"thumbnailUrl":"","author":[{"@type":"Person","name":"Dody Tsiantar","url":"https://time.com/author/dody-tsiantar/"}],"articleSection":"Business","image":[],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/section/business/","name":"Business"}},{"@type":"ListItem","position":2,"item":{"@id":"https://time.com/archive/6675521/wrinkle-free-for-150/","name":"Wrinkle Free for $150"}}]}] ```