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Eucerin Targets Facial Redness

NEW YORK — For women who panic over wrinkles or occasional blemishes, there’s an abundance of elixirs on the market that take aim at these common skin concerns. Eucerin, a $47 million skin care brand that has dabbled in both the antiaging...

NEW YORK — For women who panic over wrinkles or occasional blemishes, there’s an abundance of elixirs on the market that take aim at these common skin concerns. Eucerin, a $47 million skin care brand that has dabbled in both the antiaging and clear skin segments, will take a more targeted approach for the launch of its niche facial care line, Redness Relief.

This four-step system, slated to bow February, was designed for the 16 million women in the U.S. that deal with frequent bouts of facial redness, a skin condition that can range from a slight flush to red blotches on the cheeks and nose. Triggers of this skin problem vary, but are often caused by sun exposure or food reactions.

Eucerin’s clinical tests show that when used together, the four products — Soothing Cleanser for $8.99, and Daily Perfecting Lotion SPF 15, Tone Perfecting Crème and Soothing Night Crème, for $14.99 each — lessen the visibility of red skin in four weeks.

“The four products in the regimen address how any woman wants to take care of her skin, but in a way that’s appropriate for her particular skin condition,” explained Eucerin marketing director Ellen Finn.

All products in the line are formulated with licochalcone, a licorice root extract said to soothe red skin.

Two of the products, namely Daily Perfecting Lotion and Tone Perfecting Crème, have a cosmetics bent and contain green pigments to neutralize redness. Finn reported that women who tested the Daily Perfecting Lotion were thrilled because its light green formula eliminated the need for heavy face makeup. The Tone Perfecting Crème, housed in a twist-up wand applicator, contains a richer green formula to camouflage red spots.

To encourage women to spend nearly $54 to buy the entire system, Eucerin will roll out an in-store display format that calls out each of the four steps. It will also refer to the line as a “regimen” in its advertising materials.

“Women will very easily grasp that these products serve a greater function when used together rather than alone,” said Finn.

Eucerin, a Beiersdorf brand, employed a similar strategy for the launch of Clear Skin Formula, a regimen of facial care products for acne-prone adult women. The line, competing against category leaders such as Olay and Neutrogena, struggled to generate sales and has been largely discontinued. Eucerin executives shaped the distribution strategy for Redness Relief based on lessons learned from Clear Skin Formula.

“Redness Relief’s distribution will be limited to key drugstore accounts that have agreed to partner with us in building awareness and educating consumers about the line in their stores,” explained Finn. That said, Walgreens, CVS, Rite Aid, Eckerd, Duane Reade, Brooks Pharmacy, Osco Drug, Sav-on Drugs and Longs will clear room in the facial care aisle for Redness Relief. Eucerin, in turn, will funnel the bulk of its marketing dollars into promoting the new line within each of these drugstores. Eucerin expects Redness Relief to double its facial care business, which currently hovers around $14 million.

Drugstores’ move toward upscale skin care assortment bodes well for Eucerin’s strategy, said Finn. “Our distribution strategy results from the belief that people with redness-prone skin feel a need for guidance. Interestingly, we’re seeing chain drugstores moving toward a higher level of customer service. We think that’s the right environment for these new products,” commented Finn.

CVS, Brooks Pharmacy and Duane Reade all have outfitted select stores with dermapharmaceutical quality skin care, including Vichy and Avène, to distinguish themselves from big-box discount stores. Finn noted, “Eucerin’s medically relevant positioning underscores drugstores’ point of difference.”