Seeing Double

Yesterday, as I was perusing the CVS website, a new skincare brand caught my eye.

What struck me the most about 24.7 Skincare is its similarity the Freeze 24-7 skin care brand. From the names to the packaging to the product descriptions, they’re nearly identical. Take a look…

24.7 Skincare Instant Plump Volumizing Lip Shine: Triple action lip treatment works with Retinol, Niacin and GABA to immediately plump, hydrate and nourish lips. ($19.99)

Freeze 24-7 PlumpLips Lip Plumper: Revolutionary lip plumper and gloss that delivers full, pouty, buttery lips in minutes. Hydrates, smoothes and soothes…It’s addicting! ($40)

24.7 Skincare Smooth & Go Immediate Skin Perfector: Instantly illuminates and smoothes, bringing a newfound soft, flawless look to your skin. Performs brilliantly under or over makeup and wouldn't think of smudging or smearing. Perfectly portable for whenever or whenever you need a quick skin-perfecting fix - an absolute must have, with mistake-proof application! Treat fine lines and wrinkles, imperfections, dark circles, lip lines, laugh lines, large pores. Perfect for: quick touch-ups: Smooth & Go, use under OR over makeup, absorbs excess oil, instant brightening, instant smoothing. ($29.99)

Freeze 24/7 Freeze & Go Instant Smoother & Brightener: Use under or over makeup to fix fine lines, absorb excess oil and brighten skin for a flawless finish. Perfectly portable, this sleek, metallic, pod-like package is designed for optimal convenience and totability, with a removable mirror and metered dosage to ensure a flawless finish on-the-go. ($65)

24.7 Skincare Targeted Wrinkle Treatment: Targets lines and wrinkles with a latest-tech formula including GABA, Lavendox and Hyaluronic Acid Spheres. The results are impressive: 100% of respondents saw a 50-90% reduction in the appearance of fine lines and wrinkles within 10 minutes, making it an effective, non-surgical cosmetic alternative to Botox and other invasive procedures. ($39.99)

Freeze 24/7 Instant Targeted Wrinkle Treatment: This dream cream is for real and delivers a powerful punch against wrinkles. Watch them melt away within minutes. Respondents saw a 50-90% reduction in the visible appearance of fine lines and wrinkles within minutes of application. A safe alternative to Botox and other synthetic products which produces results - not side effects. ($65)

After noting the similarities, I instantly smelled a lawsuit. But it seems that the brands are in cahoots. 24.7 Skincare was created in partnership with an initial investor in Freeze 24-7. So maybe there won’t be blood. But there will be youthful skin and plump lips – whether you shop at the department store or the drugstore.

Freeze 24-7 is available at Nordstrom, Henri Bendel, Bloomingdale’s, Space NK, and Saks Fifth Avenue. 24.7 Skincare is sold exclusively at CVS.