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Beauty Beat: Chanel to Overhaul Precision Scrubs and Masks

Chanel is putting a new face on its scrub and mask business this spring.

NEW YORK — Chanel is putting a new face on its scrub and mask business this spring.

The existing facial scrubs and masks marketed under the Précision name are being overhauled and reintroduced in March as Précision Gommage Microperlé and Masque Déstressant, respectively.

“We are such a strong player in the antiaging category that we wanted to build a strong ancillary business around it,” said Elizabeth Mankin, senior vice president of marketing for Chanel Beauté.

Another switch will be in the way that the mask and scrub products are marketed. “They will be presented as duos,” said Mankin. “While you can buy them individually, consumers will be educated at counter about the benefits of using both products in tandem.”

The scrub and mask pairs are broken down into three categories: deep cleansing, for dry skin and for skin in need of radiance. Deep Purifying Exfoliating Mousse, $40 for 2.5 oz., and Purifying Cream Mask, $45 for 2.5 oz., comprise the deep-cleansing line; Gentle Polishing Gel, $40 for 2.5 oz., and Masque Déstressant Hydratation, $45 for 1.7 oz., make up the dry skin duo, and Extra Radiance Exfoliating Gel, $40 for 2.5 oz., and Anti-Fatigue Gel Mask, $45 for 1.7 oz., comprise the radiance line.

Each of the products contains a concentrated floral essence, part of the new line’s signature. “In addition to being active ingredients, they also promote wellness with their beautiful scents,” said Mankin. The deep-cleansing duo has ylang-ylang concentrate; the hydrating duo has rose essence and the radiance duo has orange blossom concentrate.

The new skin care items will be sold in the brand’s Beauté and skin care doors, which currently number about 850 in the U.S. National advertising is not planned, although co-op advertising is, as is an intensive sampling campaign intended to disseminate about 100,000 samples at counter. The brand is sampling the hydrating mask and the exfoliating gel due to their broad appeal, said Mankin, who added that the brand will sample the deep-cleansing line in June.

While Mankin would not disclose projected sales, industry sources estimated that the products would do about $3 million at retail in their first year on counter.

This story first appeared in the October 24, 2005 issue of WWD.  Subscribe Today.

The iconic French beauty brand has a slew of other launches planned for the first half of next year, including a major lipstick line, new color cosmetics collections and fragrance line extensions.