NEW YORK — In April, Clarins is giving new meaning to the phrase “living in a bubble” with UV Plus Protective Day Screen SPF 40, which is said to form a protective layer on the skin’s surface.
“It’s like an invisible beauty bubble for the skin,” said Caroline Pieper-Vogt, senior vice president of marketing for Clarins. “It’s an antiaging product, not in the fact that it’s corrective, but in that it’s shielding your skin every day from all of the factors that contribute to aging.”
UV Plus is being touted by the company as the first protective face product that can be used on a daily basis, year-round. It is said to protect skin from a variety of environmental combatants, including UVA, UVB, infrared rays and pollution.
While other SPF products are meant to shield skin from prolonged exposure to the sun, like a day spent on the beach, UV Plus is meant to protect skin from periodic exposure to the sun — instances when a consumer might stand at a bus stop or walk to a subway station.
In addition to SPF 40, UV Plus contains white tea extract and mineral screens, which are said to remain on the skin for a prolonged amount of time, providing protection from sun damage and hyperpigmentation. The product is meant to be worn specifically over regular day cream and under makeup.
Pieper-Vogt thinks UV Plus will answer a question that many female consumers have been asking as of late: If I’m supposed to wear an SPF every day, which product provides the best protection? “Many of our customers’ dermatologists tell them to use a high-level protection every day, but sun products don’t feel like the kind of product you want to wear every single day under your makeup,” she said.
UV Plus will be available in all of Clarins’ 1,200 U.S. department and specialty stores and will retail for $36.50. While Clarins executives would not comment on projected sales for the product, industry sources estimate it could bring in up to $4 million in first-year sales, with $1 million spent on advertising. It will be supported with print ads in the April, May and June issues of national magazines.
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