Elizabeth Arden plans to lay a foundation for younger skin by leveraging the power of two of its proven antiaging franchises.
Intervene Makeup SPF 15, a new foundation line designed to benefit from the power of Arden's Intervene skin care franchise, will launch in January, while Prevage Anti-Aging Night Cream, an addition to the Prevage skin care line, will be released in December.
"Using products within a specific range maximizes their benefits — so it made sense to us to expand the reach of these two successful franchises," said Elizabeth Park, executive vice president of global marketing and general manager of Elizabeth Arden U.S.
The key technology in Intervene Makeup, as in the Intervene skin care line, is Arden's proprietary Biodormin complex — which uses extracts of the tazetta narcissus bulb, harvested during its period of dormancy.
Intervene Makeup also uses microsopheres of pigment with microfine materials, said Bonnie Beer, vice president of global color cosmetics marketing for Elizabeth Arden, adding that the shades are medium to full coverage. Vitamins C and E are a part of the formula, as well.
"It's a luxurious liquid makeup infused with Biodormin technology to delay the development of new lines and wrinkles, diminish the appearance of existing lines and wrinkles and firm and tone the skin," said Beer. The foundation will be available in 12 shades, each $36 for 1 oz., noted Beer.
Intervene Makeup will be launched in January and sold in Arden's full distribution network, currently about 1,800 U.S. department store doors. National print advertising will break in February magazines and will feature Catherine Zeta-Jones in both single- and double-
"To further extend our reach and complement the print campaign, we are working on an innovative new viral program," added Beer.
Executives declined to discuss sales projections or advertising spending for Intervene Makeup, although industry sources estimated that the it could do more than $15 million worldwide in its first year on counter, with about $3.5 million expected to be spent on advertising and promotion.
Arden's Prevage Anti-Aging Night Cream aims to maximize ingredient efficacy by using encapsulated idebenone to release slowly during the skin's natural resting cycle, explained Tony Vargas, vice president of research and development for Elizabeth Arden."We all know that children grow when they sleep, and that's why they need a full eight to 12 hours of sleep for this to be effective," said Vargas. "When you're an adult, this process turns to one of repair and maintenance. Prevage Anti-aging Night Cream is formulated to optimize
Prevage Anti-Aging Night also includes Mega Complex A, a proprietary blend of vitamin A derivative, lemon peel extract, vitamin E and colorless carotenoids, said to enhance idebenone's age-fighting abilities, as well as create a moisture reservoir for skin, added Vargas. A 1.-oz. jar will retail for $125.
Jessica Fish, vice president of global skin care marketing for Elizabeth Arden, added that the jar's proprietary delivery system is designed to keep the product germ-free. "At the push of button, a measured dose is released without the user having to dip her fingers into the jar," explained Fish.
National advertising is scheduled to break in December fashion, beauty and lifestyle magazines, said Fish.
While none of the executives would discuss sales projections or advertising spending, industry sources estimated that Intervene Anti-Aging Night could do $12 million at retail in the U.S. in its first year on counter. Sources estimated that Arden would spent at least $3 million in the U.S. on advertising and promotion for Intervene Anti-Aging Night.
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