It’s been eight years since First Aid Beauty launched onto the skin care market with its hero product, Ultra Repair Cream, which quickly became a top-selling moisturizer at Sephora and QVC. This year the company has plans to celebrate the best-seller all year long, starting with the launch of a complexion version of the cream, Ultra Repair Tinted Moisturizer SPF 30 ($28). This latest addition to the Ultra Repair collection is due out on and on February 13 and will be available in Sephora stores in March and Ulta Beauty in August.

“People love the Ultra Repair Cream and we’re excited to give them a version of it that’s specifically for their face, has SPF and all of the healing and soothing properties they love. It also delivers a beautiful, luminous glow and offers buildable coverage,” said Lilli Gordon, First Aid Beauty’s Founder and CEO.

The collection will launch with five shades (fair, light, medium, tan and rich), and features colloidal oatmeal to soothe irritated skin, hyaluronic acid to boots skin’s moisture content and finely milled micro-pearls meant to amplify skin’s natural radiance.

To fete the new product, beauty editors were invited to a Valentine ’s Day-themed event February 7 where they were given the opportunity to design a custom Monica Vinader bracelet. The event also featured a “love tree” which featured testimonials of Ultra Repair Cream users on heart-shaped ornaments. These love notes, which the brand has received from happy consumers, will be highlighted on a dedicated Ultra Repair Cream microsite alongside information about the product’s benefits. Additionally, First Aid Beauty plans to amplify these reviews via their social channels, and will be working with organic influencer partners who are already fans of the product to further drive awareness.

There are also plans for several Ultra Repair Cream sampling initiatives across multiple channels including social media, guerrilla marketing and an in-store offer of a mini heart-shaped sample of the cream. The new tinted moisturizer will also feature Ultra Repair Cream samples inside each box sold in stores to encourage testing.