By  on April 29, 2005

NEW YORK — CoverGirl is looking more like a woman as of late.

The brand, which generally targets those a bit too young to be experiencing wrinkles, is the latest to offer an antiage foundation. Arriving in stores beginning in late August is Advanced Radiance, a new line that dips into parent company Procter & Gamble’s technology barrel by injecting patented Olay antiaging technology into formulas. The new line, which consists of 15 different shades, will be promoted by former CoverGirl spokeswoman Christie Brinkley, as reported in these pages on April 15.

While Advanced Radiance is the first CoverGirl item to tap into Olay technology — and the first cosmetics antiage item for the beauty behemoth — it’s far from the first of its kind.

Revlon’s Age Defying makeup brand, which launched in 1994, got a facelift in January with new packaging, as well as a new face makeup collection, Age Defying with Botafirm, designed to help fight the signs of aging within two weeks of use. L’Oréal offers Visible Lift Line Minimizing Makeup, which launched in 1998, and Visible Lift Firming, which launched this year.

CoverGirl currently makes 15 different foundations and has been the market leader in the category since 2002, when it outpaced Revlon. And it is the leading foundation brand, according to Information Resources Inc., with more than $136 million in sales for the most recent 52-week period ended March 5. Its leading item, CoverGirl Clean Foundation, tops the charts with $23.4 million in sales for the period. Revlon, which claims to hold the top spot in the small but growing antiage face makeup category, is the second-largest maker of foundations with $88 million in sales and has the number-three foundation brand, Age Defying, with $21 million. L’Oréal ranks third in terms of foundation sales with $74 million, and has the second-best-selling foundation, True Match, with $22 million in sales.

Anne Martin, vice president of global cosmetics and beauty marketing, P&G, would not comment on Advanced Radiance’s projected sales, but industry sources estimate that the line of 15 foundations could generate $25 million in its first year on shelves. Advertising spending could reach more than $10 million, these sources added, which includes TV and print ads.

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