By  on October 5, 2007

PARIS — With the introduction of its VIP Expert line later this month, By Terry plans to change the way people apply moisturizer.

The Paris-based beauty brand's latest 15-unit line includes four skin care products, whose packaging includes built-in brushes. For that reason, the collection was named VIP, for Very Innovative Products, company executives said.

"It's a new sort of application," said Terry de Gunzburg, By Terry's creator, who explained she intends the products to lead the skin care market in the same way Touche Eclat concealer became a makeup blockbuster after she created it for Yves Saint Laurent Parfums, where she was the makeup artist, in 1992.

According to de Gunzburg, VIP Expert heralds in the next generation of transportable beauty products with safe applicators. "Why? Because you don't use your fingertips and there is no air in the container, so there's no risk of [product] dilution or contamination," she said.

De Gunzburg was inspired to create her new treatment line after some of her favorite beauty products were forfeited at airport security due to regulations restricting the amount of liquids and gels passengers can carry on board.

"I asked my lab to put all the serums into these brush containers just for me," she said. "I call them my 'skin mobiles.'"

De Gunzburg explained that like a cell phone, which can multitask as a computer and a television, VIP Expert serums are intended to supply everything skin needs. They're packaged in a dispensing system allowing for a dose of product to be released with one simple movement, or "click." De Gunzburg added this feature makes touch-ups particularly easy for women on the go.

In France, VIP Expert will be launched exclusively in Sephora, starting later this month. The line will be sold in 80 French doors, versus the 40 domestic doors By Terry has been sold in until now. VIP Expert will also be introduced elsewhere in Europe and the Middle East later this month. Worldwide, VIP Expert is to be carried in 200 doors, 80 more than By Terry's traditional store count. And according to industry sources, a deal is in the works to launch VIP Expert at Sephora in the U.S. next year.A single-page print campaign, created jointly by Sephora and By Terry, is to break in French consumer magazines starting Oct. 20.

Industry sources estimate VIP Expert will generate first-year worldwide retail sales of 6 million euros, or $8.5 million at current exchange.

The line comprises four skin care items, called Skin-Expert. There are Lift & Stretch, containing polypeptides and vitamins deemed to fight free radicals, and Detox & Rescue, with microproteins and vegetable extracts intended to detoxify skin. Each is to be priced 54 euros, or $77, per 17-ml. bottle with brush applicator. Peace & Glow contains proteins meant to protect collagen; the 17-ml. bottle with roll-on applicator is to retail for 48 euros, or $68. Fill & Plump, with hyaluronic acid, purported to smooth and plump skin, will go for 45 euros, or $64, per 3-ml. bottle. Prices are for France.

Touch Expert concealer, which de Gunzburg claims contains the highest percentage of moisturizing skin care ingredients possible in a makeup product, comes in three shades and will be priced at 32 euros, or $45, for each 2.5-ml. tube.

There is also an eight-unit lip gloss collection, called Lip-Expert, designed to plump lips. Each 8-ml. product will sell for 24 euros, or $34.

VIP Expert products will target women aged 25 years and older, according to de Gunzburg. It is the demographic already forming the core consumer base for By Terry's Light Expert and Bronze Expert collections, which also boast gadget-style applicators.

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