"What we will start to see in the first-quarter 2002 is a new platform for the Lancaster brand," said Catherine Walsh, senior vice president, international marketing, cosmetics and American licenses for the Coty-owned Lancaster Group Worldwide.
To that end, the company will unveil seven new, high tech sun care products plus a treatment item for the 40-plus set and integrate its birthplace, Monaco, into Lancaster's branding.
Lancaster was founded in 1946 in Monaco, where its scientists recently worked with University of Berlin researchers to identify the types and amounts of free radicals generated by UV radiation. They then produced a complex, RPF (Radical Protection Factor), which purportedly combined botanical extracts and pure substances to naturalize free radical skin and help protect it from cell damage and photo-aging.
The seven new products containing RPF are part of the 50-stockkeeping-unit Lancaster sun line. The entrants include Pre-Sun Booster, Fast Tan Optimizer SPF 8, Sun Oil Spray SPF 4, Oil-Free Sun Spray SPF 15, Oil-Free Sun Spray SPF 8, Beach Cooler SPF 4 and Instant Self Tan Bronzer SPF 4. "The idea is to take sun care one step further," said Walsh.
Also to help make such strides, the entire Lancaster sun care line, which generates about 38 percent of the brand's volume that sources estimate is between $200 million and $300 million, has been repackaged in streamlined orange boxes, tubes and bottles with user-friendly features such as a sand-proof spray nozzle and color-coded markings indicating product type.
Sun products' texture, scent and price points, however, remain unchanged.
On the docket for Lancaster sun care as well are more products being reformulated and the line possibly being trimmed by about 15 percent, said Walsh.
To announce the revamped collection, new sun care advertising will be unveiled in single- and double-pages -- one for the entire skin care line and the other for self-tanners. Both were created by Gilles Bensimon of the Air agency here.
These ads will break at launch time, which is February for Switzerland and March for Spain, Italy, Germany, France and the U.K. The rollout to the rest of Europe and the Mideast is slated for April.
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