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PARIS — Lancaster has women aged 50-plus in mind with its new skin care line, called Differently Nutri-Dermo Skin.
“These women are at harmony with themselves,” said Karen Pouey, international marketing vice president for Lancaster. “Their attitude toward treatment and care is changing, it’s more holistic.”
Pouey said that when Lancaster spoke with women of that age group, it became evident they weren’t totally satisfied with skin care products on the market. Pouey explained that for its new line, Lancaster focused on these women’s main concerns, including skin density and radiance. It was inspired by the nutritional supplements many of these women take.
“We decided to gather the know-how of a nutritionist and dermatologist in a jar,” said Pouey.
Differently’s patent-pending Skin Complement Nutrifying Complex includes encapsulated trace elements, vitamins, plus omega 3 and 6 for smooth diffusion into skin, she explained. There’s also patent-pending Skin Volume complex with encapsulated hyaluronic acid and a collagen stimulator, which combined are meant to help fight against skin slackening and add “bounce.”
“The skin looks healthier and recovers radiance, so all of a woman’s concerns are addressed,” said Pouey.
As reported, Oscar-winning actress Kim Basinger is the face of the new Lancaster skin care line, whose print advertising was shot by Mikael Jansson and art directed by Olivier Van Doorne.
“We wanted a new muse for the brand,” said Pouey, who explained Basinger fit the bill, as she is part of the target demographic, at 53, well-known, feminine, charismatic and beautiful.
Differently is currently being introduced in Europe, where the rollout is to continue through next month.
Lancaster executives would not discuss numbers, but industry sources estimate the line will ring up $15 million in wholesale revenues during its first year.
The collection includes a 50-ml. day cream and a 50-ml. “rich” day cream, each for 87 euros, or $122 at current exchange, plus a 50-ml. night cream for 90 euros, or $126. The products come with a 3-ml. antidark spot serum. There’s also the 15-ml. Energy Flash Skincare brush, created to deliver product to specific areas, for 45 euros, or $63, and a 4-gram lip plumper for 30 euros, or $42. Prices are for France.
This story first appeared in the September 21, 2007 issue of WWD. Subscribe Today.
Differently is Lancaster’s first skin care introduction for women over 50. Its Suractif and Wrinkle Lab lines are skewed toward the 40-year-old set, while its Ultimate collection does not target a specific age group.