By  on January 5, 2005

Decléor Aims for Safe Fun in the Sun PARIS — Decléor hopes to heat up its sun care sales with the launch of Aroma Sun.

The French company will introduce the 17-item collection worldwide in February, when Decléor’s current sun care collection is to be phased out.

According to executives, Decléor consumers are familiar with Aroma Sun’s before, during and after sun regimen, which they say best utilizes the products’ aromatherapeutic effects. The line’s packaging has been switched to a raspberry hue from what the company calls “ubiquitous orange.”

The brand’s customers “are very attached” to the basic Aromessence line, which was introduced in 2000 and features serums tailored to skin types, according to Decléor president Herve Lesieur. “So, we built the sun care offer around that regimen,” he said.

Not surprisingly, then, the core products of Aroma Sun are two serums — Aromessence Soleil for the face, a 15-ml. bottle for 40 euros, or $54.10 at current exchange rates, and Aromessence Protection Booster for the body, a 100-ml. bottle for 44 euros, or $59.60. Each product is to be applied for three to five days prior to sun exposure, as well as before the use of sunscreens.

Decléor executives claim these serums can increase the effectiveness of sun care products by as much as 36 percent, or five to six SPF points, as well as help skin tan uniformly.

Above all, Aroma Sun is meant to answer consumer demand.

“Women have contradictory wishes when it comes to the sun,” said Decléor marketing manager Delphine Mercier. “They want protection, but they also want color that lasts. This lineup addresses both issues, while remaining consistent with Decléor’s approach to skin care.”

Similar to other Decléor Aromessence products, Aroma Sun’s items are meant to be mixed and matched. And all of its products’ formulas are aromatherapy-based, with each containing essential oils of rose, chamomile and geranium.

The company has also paid particular attention to price points for the line’s items.

“[Sun products] are the only purchase that can be considered a ‘family expense’ and people are sensitive to that,” contended Lesieur. Consequently, the company concentrated on keeping prices competitive within the selective channel. Most products are priced at 25 euros, or $33.80 — whether for a 50-ml. sun cream, a 50-ml. self-tanner or a 150-ml. protective mist.

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