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International Stem Cell's Lifeline Skin Care subsidiary launches new marketing campaign

International Stem Cell Corp (OTCBB:ISCO) announced Tuesday that its subsidiary, Lifeline Skin Care, has launched a new marketing program, including a re-branding of the anti-aging stem cell skin care line.

The new campaign will also make a push for greater consumer awareness through public relations efforts as well as online marketing, and will include re-marketing to existing customers to strengthen brand loyalty, the company said.

Lifeline's skin care line is based on International Stem Cell's core proprietary technology, parthenogenesis, which results in the creation of human stem cells from unfertilized eggs, avoiding the ethical issue associated with the destruction of viable human embryos.

The first two products of the line, a Day Serum and a Night Serum, which were launched late last year, both contain extracts from stem cells which, in combination with vitamin complexes, provide rejuvenating effects, including improvement in skin tone and elasticity, as well as the appearance of fine lines and wrinkles.

The new marketing program follows six months in which little to no marketing was done by the company. This is because initial sales of the products that were booked in January from a December 2010 launch had far exceeded the company's expectations, as well as supplies of the key stem cell extract.

As a result, Lifeline has now built a substantial reserve inventory of the essential extract, and has designed new marketing campaigns to both minimize sudden surges in demand and permit the controlled testing of new products and sales initiatives.

The company said new marketing materials, including online and traditional marketing, feature the headline, "Someday, stem cells will change the world. Today, stem cells will change your skin."

Vice president of marketing and business development for the company, Donna Queen, commented: "Sales for the first two weeks of the new program were approximately 1,000 units, which is in line with our expectations and does not include any sales from pending initiatives to spas and medical clinics or international sales."

President and CEO of Lifeline, Dr. Ruslan Semechkin, added: "In keeping with the reporting practices of its parent company, International Stem Cell Corporation, revenue data will not be released except on a quarterly basis, but Lifeline Skin Care will continue to advise its customers and ISCO investors of new sales initiatives as a way of increasing customer awareness and referral business."

International Stem Cell said it defers all revenues associated with Lifeline Skin Care products until the 30 day right of return guarantee expires. Lifeline's skin care products are expected to be an important source of revenue for International Stem Cell Corp, which develops stem-cell based therapies to cure a host of diseases.

The premium skin care product line can be purchased by visiting Lifeline’s website at www.lifelineskincare.com. The products are also available at selected luxury spas and physicians' offices in the US.