International Stem Cell Corporation Updates on Marketing Strategy of Its Subsidiary Lifeline Skin Care

§ April 24th, 2011 § Filed under Nano Medicine Comments Off on International Stem Cell Corporation Updates on Marketing Strategy of Its Subsidiary Lifeline Skin Care

International Stem Cell Corporation (OTCBB:ISCO), a California-based biotechnology company focused on therapeutic and research products, announced today the selection of the Richards Partners as agency of record for its wholly owned subsidiary Lifeline Skin Care, Inc. ("Lifeline"). Lifeline offers luxury anti-aging skin care products based on its proprietary stem cell technology. Based in Dallas, the Richards Partners is the nation's largest independent branding agency.

Lifeline's skin care products were developed by a team of ISCO research scientists in collaboration with world-renowned cosmetic experts, and offer a comprehensive approach to skin care using patent pending moisture serums for day and night use. Made with human parthenogenetic stem cell extracts, the serums deliver anti-aging benefits, resulting in healthier and younger-looking skin. These products were launched in November 2010 and are available for purchase through the website and selected luxury spas across the United States.

Adding Richards Partners to the Lifeline Skin CareTM team is part of Lifeline's plan to build on its initial successful product launch last year, and the Web based sales that have followed, by initiating a series of new marketing campaigns to further develop the Lifeline Skin CareTMbrand identity. These new marketing initiatives include traditional print and news media campaigns, as well as a new digital strategy focused on Internet and social media. "We are looking forward to working closely with the Richards Partners and leveraging their expertise in these areas to enhance the profile of Lifeline Skin CareTM and its revolutionary new skin care products," says Lifeline CEO Ruslan Semechkin, PhD. "Building a globally recognizable brand is a long-term process and this is an important step towards creating Lifeline's name. We believe this is a good time to begin these campaigns and continue our sales momentum resulting from our successful initial launch," Dr. Semechkin continued.

As previously announced the Mauldin Group, Lifeline's marketing partner, will be managing the day to day relationship with the Richards Partners and planning additional direct marketing initiatives similar to the successful initial launch in 2010. Tiffani Mauldin-Frederick, marketing partner of Lifeline Skin CareTM, says, "We're excited about working together with Richards Partners. We believe the collaboration will provide additional momentum and increase brand recognition for Lifeline Skin CareTM and help educate the public about the revolutionary science behind these products."


International Stem Cell Corporation is a California-based biotechnology company focused on the therapeutic applications of human parthenogenetic stem cells and the development and commercialization of cell-based research and cosmetic products. ISCO's core technology, parthenogenesis, results in creation of pluripotent human stem cells from unfertilized oocytes (eggs). hpSCs avoid ethical issues associated with the use or destruction of viable human embryos. ISCO scientists have created the first parthenogenic, homozygous stem cell line that can be a source of therapeutic cells with minimal immune rejection after transplantation into hundreds of millions of individuals of differing sexes, ages and racial groups. This offers the potential to create the first true stem cell bank, UniStemCell™, while avoiding the ethical issue of using fertilized eggs. ISCO also produces and markets specialized cells and growth media for therapeutic research worldwide through its subsidiary Lifeline Cell Technology and cell-based skin care products through its subsidiary Lifeline Skin Care. More information is available at ISCO's website,

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Statements pertaining to anticipated developments, product introduction plans and related support, the potential benefits of products, and other opportunities for the company and its subsidiaries, along with other statements about the future expectations, beliefs, goals, plans, or prospects expressed by management constitute forward-looking statements. Any statements that are not historical fact (including, but not limited to statements that contain words such as "will," "believes," "plans," "anticipates," "expects," "estimates,") should also be considered to be forward-looking statements. Forward-looking statements involve risks and uncertainties, including, without limitation, risks inherent in the development and/or commercialization of potential products and the management of collaborations, regulatory approvals, need and ability to obtain future capital, application of capital resources among competing uses, and maintenance of intellectual property rights. Actual results may differ materially from the results anticipated in these forward-looking statements and as such should be evaluated together with the many uncertainties that affect the company's business, particularly those mentioned in the cautionary statements found in the company's Securities and Exchange Commission filings. The company disclaims any intent or obligation to update forward-looking statements.

Key Words: Stem cells, parthenogenesis, biotechnology, skin care, anti-aging

International Stem Cell Corporation
Kenneth C. Aldrich, Chairman

Lifeline Skin Care, Inc.
Ruslan Semechkin, PhD, President & CEO
Vice President, ISCO

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