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.
@zacposen's go-to holiday gift? Cookies! "I'll usually bake cookies and send them as a gift," said the designer, who recently released his cookbook "Cooking With Zac: Recipes from Rustic to Refined." Get the recipe for his Brown Butter-Chocolate Chip Cookies via link in bio 🍪🍪🍪 #wwdeye #cookingwithzac
For @monsemaison’s pre-fall 2018 collection, Fernando Garcia and Laura Kim honed in on the brand’s many signatures — men’s wear, which was tweaked and feminized through deconstruction, proportion play and lots of bare shoulders. See the rest of the photos on WWD.com #wwdfashion (📷: George Chinese)
On Friday night, @yohjiyamamotoofficial received the Design for Asia Lifetime Achievement Award in Hong Kong. The 75-year-old designer has been celebrated for many years and is best known for his dark and avant-garde tailoring. “In my long career, in design, architecture, [I’ve been to] so many parties, this is the very first time that I have such a warm feeling, I really appreciate this,” Yamamoto said. #wwdfashion (📷: @dominiquemaitre)
Discovery is collaborating with British pop artist @philipcolbert on a new line of clothing and accessories called Discovery Shark. The collection, which will launch next summer for Shark Week’s 30th anniversary, features a whimsical line of women’s and men’s bomber jackets, sweatshirts, bags and more. #wwdfashion
“I’m always a big champion of a female rapper, and I’m glad to see a new voice that feels unique and authentic that’s coming up, and I think we’re going to see more great things from her,” said @itsjeremyscott about @iamcardib, who performed at @moschino’s Art Basel Miami Beach party last night. #wwdeye (📷: @lexieblacklock)
@janellemonae’s “What’s Your Frequency?” room in @refinery29's #29Rooms made its debut this week at the opening of the Los Angeles art exhibit. “It’s about the ongoing conversation around mass surveillance, the weaponization of technology and cultural uniformity. My space was created so that we can come together and talk about the complexities of our humanity,” said Monáe. #wwdeye (📷: @bucknerphoto)
@pantone announced their Color of the Year 2018: Ultra Violet. Nearly 20 months after the musician Prince’s death, fashion is having a purple moment. Varying shades of purple appeared on spring or fall runways, from @christopherkane to @calvinklein. @gucci’s Alessandro Michele bathed his fall runway in ultra violet-colored light at one point. Pantone 18-3838 is meant to “push the boundaries of what inspires us to look upward and outward to the future.” #wwdnews #wwdfashion (📷: @kukukuba)