Outside the portmanteau

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MyChelle Dermaceuticals Introduces Exotic Fruit-Based Skin Care Lines

FRISCO,Colo. (August 9, 2007) - The natural skin care innovators at MyChelle Dermaceuticals have once again traveled the world to discover unique botanical ingredients with amazing antioxidants that are as healthy used on the skin as in the body! MyChelle introduces new products that are veritable fruit cocktails for the skin including exotic extracts and pulp from acai, mangosteen, camu camu, green apple and coconut. Each ingredient has its own set of magical propertiesthat aid in brightening, smoothing, tightening and toning aged and sun-damaged skin.

"We have always gone outside the box to create the most outstanding natural skin products without the use of harsh chemical ingredients," says Myra Michelle Eby, founder of MyChelle Dermaceuticals. "We are extremely excited about the efficacy of our new products and proprietary breakthrough ingredients that we've created from unique ingredients from around the world."
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This release came today by fax. I was going to make fun of it, but (a) it's a local company, (b) the owner correctly used the word "efficacy," and (c) "dermaceuticals" is kind of a cute neologism.
Also, all those fruits appear to be real, and not figments of Eby's imagination as I first suspected. Good on ya, MyChelle.

Final thought: As "outside the box" is now its own box, I'm calling for a worldwide effort to come up with a new expression. We will use it for a year or so, before moving on to the next one.