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Lancaster Discovers Its Fountain of Youth

PARIS -- Lancaster Group Worldwide is going after thirtysomethings with its new skin care line, called Youth Prolongator, set for a fall launch.<P>"It's a new line in a segment where we're not yet present," explained Isabelle Dufour, managing...

PARIS — Lancaster Group Worldwide is going after thirtysomethings with its new skin care line, called Youth Prolongator, set for a fall launch.

“It’s a new line in a segment where we’re not yet present,” explained Isabelle Dufour, managing director for Lancaster Group France.

She said the three products in the Youth Prolongator line — whose formulas include a “bio-energetic complex” that helps reenergize skin — are meant for women not yet ready to discuss wrinkles. These products are not being billed as anti-age or antioxidants. Rather, among the line’s formulation claims is more radiant-looking skin immediately upon application.

In its portfolio, Lancaster already has Aquamilk, a line of moisturizers for young women; Skin Pure, for women after a matifying effect; Suractif Retinol “Deep Lift,” for mature women, and Re-Oxygen, for women in need of an anti-stress treatment.

The Youth Prolongator line will hit counters in France, alongside Lancaster’s other skin care markets, such as Germany, in September.

While Lancaster executives refused to discuss numbers, industry sources estimate the new line could ring up about $4.3 million in retail sales in France during its first 18 months.

Advertising for “Youth Prolongator” will break at launch, though the big push will kick off starting in October. Created by Air agency, the ad features a woman on a balcony overlooking Monaco, Lancaster’s birthplace.

In the Youth Prolongator line, the 50-ml. Intensive Energizing Cream and 50-ml.

Intensive Energizing Fluid will each sell for about $55.75.

The 30-ml. Specific Energizer for eyes, lips and forehead will retail for approximately $48.

All prices are converted from the euro at current exchange rates and are for France.”