NEW YORK — Lancome is aiming to make an impact with its newest moisturizer. Impactive Multi-Performance Silkening Moisturizer, which launches in late August, is one of the brand’s most technologically advanced, noted Dalia Chammas, president of Lancome.
“Skin care is technology-driven, and we pride ourselves on having special technologies appropriate for every skin age,” said Chammas. “At different ages, the skin has different needs, and we make it a priority to address each.” Impactive targets the 28-to-40-year-old age group, while recent Lancome entries Absolue and Renergie target the 50-plus and 40-to-50-year-old markets, respectively.
The cornerstone of the formula is the proprietary Soft Skin Technology, said Maeve Coburn, senior vice president of marketing for Lancome. The technology combines silicone polymers, which are said to soften skin; lycopene, a tomato extract rich in antioxidants, and Lancome’s proprietary Biodefensine, a marine extract said to help strengthen skin.
The wide range of ingredients is intended to deliver as many benefits as possible in one cream, said Coburn. “This consumer doesn’t want a simple moisturizer,” she said. “She is pressed for time and wants one product that can deliver immediate and long-term benefits.” According to Coburn, those benefits include silky, hydrated skin in the short term and reduction of the appearance of pores, imperfections and fine lines in the long term.
Another selling point of the new cream is its powdery-soft texture, noted Chammas. “It makes the skin feel like silk — soft, smooth and even-toned — from the first moment of application,” she said.
Two versions of Impactive will be available: a lotion and a cream, each retailing for $38 for 1.7 ounces. The lotion will launch first, in August, while the cream will follow in October. “We believe that by offering both, we can appeal to the widest possible number of consumers globally,” said Coburn. “We’ve chosen to launch the lotion first in the U.S. because traditionally, American consumers prefer lotions; European women tend to prefer creams. This way, everyone’s happy.”
The packaging — a soft-touch cylinder with a pump top for the lotion, a jar for the cream — is pale pink with the signature Lancome rose in gold and lettering in platinum.
Impactive will be available in Lancome’s full distribution of about 2,000 department and specialty store doors, as well as on lancome.com. While none of the executives would comment on projected sales, industry sources estimated that Impactive would do about $40 million at retail in its first year on counter.
Print advertising, which breaks in September fashion, beauty and lifestyle magazines, will feature model Ines Sastre in double-page spreads. Many will include Beautiseal samplers. In-store sampling is also planned, and samples will also be available from lancome.com. “Our mantra with this product is `one touch will tell you,”‘ said Toria Garrett, assistant vice president of treatment marketing for Lancome. In total, the campaign is expected to get about seven million samples to consumers, she noted. While she wouldn’t comment on projected advertising and promotional spending, industry sources estimated that it would top $10 million.