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PARIS — Lancaster is getting increasingly active in skin care. And that’s not just referring to product formulations.
The brand — part of Coty Inc.’s Lancaster Group Worldwide — is bolstering its presence in the category with four line extensions slated for early 2003.
“Lancaster is so well known for sun care that a lot of the time customers don’t know about the diversity of our offerings,” explained Catherine Walsh, senior vice president of international marketing, cosmetics and American licenses at the brand.
“For 2003, we have taken the initiative to grow our skin care segment and to balance our portfolio,” she added, explaining the goal is to grow skin care volume to about 43 percent of the brand’s business and to maintain the sun care volume at about 30 percent.
Walsh noted that the category now represents about 37 percent of Lancaster’s overall sales. Sun care accounts for 34 percent of the total, makeup 18 percent and fragrance 10.5 percent.
Among the new skin care introductions next year is an item for Suractif Excellence, the brand’s antiage line for mature skin introduced in February. Lancaster will add Excellence Rich Lifting Revitalizer for dry and dehydrated skin, containing prickly pear for its moisturizing properties as well as microcrystals and extracts of wild yam and truffles. A 50-ml. jar will be priced at $170 and will bow internationally in January. Dollar figures have been converted from the euro at current exchange rates.
Triple-L Serum will extend Lancaster’s Suractif line in January. The serum is meant to lift, liven and lighten mature skin with ingredients such as a botanical protein complex, called Flash Tense Technology, baobab leaf and pineapple gel. The product comes in a version for normal-to-dry skin and one for normal-to-combination skin, which will retail for $63 per 30-ml. bottle.
In February, Intensive Energizing Balm will join Lancaster’s Youth Prolongator line. The product, meant for dry and very dry skin, will come in a 50-ml. jar selling for $48.
In March, Lancaster will add Beyond Moisture Essence for Dehydrated Skin to its Aquamilk line. The serum includes Bio-Milk Complex and an extract of watermelon. A 30-ml. pump will sell for $32.
While Walsh refused to divulge projections for the new products, industry sources estimate that the combined sales of the four items could do upward of $4 million at retail in the first 12 months.