The six-unit range will hit the shelves of 3,000 to 4,000 selected Juvena doors in all markets except the U.S. in March. This is about 50 to 60 percent of the company’s normal distribution. According to Charlotte Vollmuth, vice president of Juvena International, Juvelia’s first year sales goal is about $4.7 million.
Juvelia represents a new top of the line for Juvena. “It’s a luxury series for our part of the market,” Vollmuth commented. The 50-ml. Day Cream Plus is set to retail for $60. In comparison, a day cream from the Juvenance range sells for about $30.
Juvelia’s 50-ml. Night Cream Plus is priced around $70, a 15-ml. Eye Cream Plus and 50-ml. Neck & Decollete Cream Plus for about $50, and a 100-ml. Hand & Arm Cream Plus for about $35. All dollar figures converted from the euro at current exchange rates.
It may seem ironic that Juvena, which has just put a lot of effort and money into rejuvenating its image, is now openly targeting an older consumer. But women over 50, Vollmuth pointed out, represent a large and growing market segment with considerable purchasing power. In Europe, this age group currently represents 33 percent of the population and, by 2005, will account for 40 percent, she pointed out.
“This is the first time [a company] has generated a clean and effective pearl protein for use in cosmetics,” stated Sven Gohla, vice president of international research and development. Pearl protein is a natural product whose composition is identical to the amino acids, which function as the skin’s natural moisturizing factor, he explained. With age, those amino acids decrease, but the pearl protein, which Juvena has combined with other biological ingredients, help “give back to the skin what age has taken.”
Juvelia’s packaging is also based on the pearl, featuring a pearl-like form encased in a heavy, opaque plastic holder in the case of the day, night, eye and decollete creams. All the support material revolves around the pearl, such as a triple product sampler with day, night and eye creams encased in half pearl containers on a single card. “There was also very specific support for the sales girls, who received the original Juvelia product in a gold net box studded with pearls,” Vollmuth noted.
The print ad bears the tag line “Lies and Truth: Earlier I wanted to be older. Then younger. Today, I’m true to myself.” It stars Anastasia, a 40-plus former model whose beauty includes some tell-tale lines. The ad will run in “appropriate” magazines, which in Germany include Vogue, Madame, Gala, Brigitte and Brigitte Woman.
Appropriateness is also the reason Juvelia is currently on hold for the American market. Juvena’s American distribution is primarily through Sephora, a more youth oriented operation, Vollmuth said. “We’re still in the process of brand building in the U.S., but we’ve been doing very well at Sephora. We’re always on the bestseller list of the Sephora Web site,” she reported.