NEW YORK -- Lift Serum might be Chanel Beaute's best-selling makeup or treatment product worldwide, but the company thinks it can do much better -- nearly twice as well, in fact.
In March, Chanel will introduce an improved version of the eight-year-old antiwrinkle cream that is expected to increase the brand's volume by 75 percent, according to Jean Hoehn Zimmerman, senior vice president of marketing and sales.
The new version, called Lift Serum Extreme, is designed to prevent wrinkles as well as correct them, which was the purpose of the old product.
"Lift Serum has been our number-one-selling [stockkeeping unit] since 1986, when we introduced it," said Zimmerman.
She declined to discuss dollar figures, but industry sources said the original product did more than $3.5 million at wholesale in 1993. That would mean the sales goal for Lift Serum Extreme is more than $6 million this year.
Michelle Taylor, vice president of marketing for Beaute, said Lift Serum Extreme will comprise 20 percent of the company's treatment volume, compared with 10 percent for the old product in 1993. The old version will be eliminated.
An estimated $2 million print and radio ad campaign, 25 percent of Chanel's Beaute's ad budget, will back the launch, Zimmerman said.
A pre-sell effort will begin Feb. 1 with about 200,000 samples being given away. Another million packets and tubes of Lift Serum Extreme will accompany the March and April launch period.
Saks Fifth Avenue will launch Lift Serum Extreme in New York in mid-March, followed by Bullock's, Los Angeles; Neiman Marcus, Dallas, and Macy's West, San Francisco. Chanel's full distribution of about 500 doors will also offer the product.
Lift Serum Extreme is $70 for a 1-oz. bottle, compared with $67.50 for the same amount of the old product, and $47 for a .68-oz. version.
The treatment item also has new packaging. In place of the thin square container with an exposed pump is a bottle with a cap, making the product more hygenic. The new bottle also has an indicator that turns red as a warning when only two or three days' supply is left.Jack Mausner, senior vice president for research and development, said the new product differs from the original in that it has an anti-free-radical component of Vitamins C and E to help prevent fine lines.
The original serum worked on existing wrinkles only. Chanel claims it improves the appearance of even deep wrinkles by up to 45 percent.
In addition, Mausner said the new version increases skin's firmness by up to 35 percent and its smoothness by up to 70 percent.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast