NEW YORK -- Estee Lauder is riding the alpha-hydroxy marketing craze by taking exfoliating acids to a new category: sun care.
In mid-March, the company will expand its Self-Action line by introducing SuperTan, two acid-based self-tanning items.
While the new products will not have the exfoliating and anti-wrinkle properties of Lauder's Fruition, which reportedly did over $30 million at wholesale last year, the alpha-hydroxy acids are said to help deliver smoother, more natural-looking artificial coloration.
"The acid prepares the skin for the self-tanner," said Dianne Osborne, vice president of skin care marketing for EstÄe Lauder USA. "It then helps facilitate even dispersion and quicker penetration of the tanning ingredients. SuperTan also dries faster because it absorbs more quickly, which means the color develops more rapidly."
"Self-tanning continues to be a very fast-growing category," said Peter Lichtenthal, executive director of treatment marketing for Lauder USA. "As the interest grows, expectations grow as well. People are demanding more naturalness and evenness and a quicker drying time. The alpha-hydroxy acid helps with these goals."
With the additions, the self-tanning category should account for nearly 15 percent of Lauder's treatment business, Osborne said.
"We've been seeing consistent double-digit growth in the last few years," she said. "SuperTan could do almost one-third of our self-tanning business this year."
The executives would not discuss specific figures, but industry sources have estimated Lauder's treatment volume to be over $250 million at wholesale. Using that figure, the two SuperTan items could have combined sales of over $11 million in 1994.
A 4.25-oz. bottle of SuperTan for Face will retail for $18.50. SuperTan, intended for use on the body, will retail for $25 for the same size. Each will be available in medium and dark shades.
According to the company, the new products contain a small amount of lactic acid, an alpha-hydroxy, that balances the skin so that DHA, the ingredient that produces the tan, can be more efficacious.
Lauder stocks six other products in its Self-Action line: Two shades of Self-Action Tanning Spray, priced $19.50 for a 4-oz. bottle, and four shades of Self-Action Tanning Creme, $16.50 for a 4-oz. tube.SuperTan will be heavily advertised throughout the spring and summer, according to Muriel Gonzalez, Lauder USA's senior vice president of marketing.
She said SuperTan's ad budget was about two-thirds that of Resilience, Lauder's major treatment launch this year. She declined to give figures, but sources estimate the new self-tanning items will be backed with $2 million to $2.5 million in their first six months.
"This will be our main focus for the category," she said. "We'll have a TV campaign and new print advertising that will cover a lot of ground."
The new items will first be promoted at the beginning of next month, when retailers send out mailers, inviting customers to pick up a 0.5-oz. SuperTan for Face and a 0.75-oz. Self-Action Creme with a purchase of any Lauder skin care product.
The print campaign for SuperTan, which will carry the tagline, "Finally, a Self-Tanner with a Natural Fruit Acid," will first appear in April editions of all major fashion magazines, according to Gonzalez.
The first airing of the TV spot, which will include a mention of the entire Self-Action line at the end, will be at the end of March. It will air in nearly 90 markets nationwide by the end of the June.
The word will also be spread through co-op newspaper advertising and a radio campaign in the fall.
"Everybody's number one concern," said Lichtenthal, "is to produce a natural-looking tan."
My character, Dinah Madani, is just the coolest, [most] badass woman imaginable," says @amberroserevah. The actress stars in @marvel's newest series on @netflix, @thepunisher. To prepare for her role, Revah sat down with Homeland agents to get a real sense of with Dinah's day-to-day life is really like. Read our full interview on WWD.com. #wwdeye (📷: @jilliansollazzo)
A scene from the 91st annual @macys Thanksgiving Day Parade. The parade, which boasts 50 million TV viewers and 3.5 million on-site spectators, is considered one of the largest and most watched parades in the world. (📷: Jason Szenes/EPA-REX)
The circus came to @bloomingdales 59th Street on Tuesday night and lit up Lexington Avenue with acrobatic dancers, death-defying knife throwing, sword swallowing and aerial acts with no net. The 45 minutes of theatrics built up to unveiling the holiday windows depicting @swarovski crystal-encrusted circus pieces and scenes from “The Greatest Showman” – songs from the soundtrack included. See the rest of the photos on WWD.com #wwdfashion (📷: Joshua Scott)
The psychedelic fashion that pervaded the ’60s is back with an exhibit at the @museumofcityny. “Mode New York: Fashion Takes a Trip” chronicles the changing styles from 1960 through 1973 and features designers such as @ysl, @oscardelarenta and more. The exhibition, which is on display through April 1, is organized into four periods: First Lady Fasion, Youthquake, New Bohemia and New Nonchalance. Pictured here is model Pat Bardonella during the Garvey Day Parade in 1968. (📷: @kwamebphoto) #wwdeye #wwdfashion
“People should be a lot more honest in expressing both the dark and light of themselves. We need to give each other the space to do that because it’s the only way we can grow and evolve,” says @noelwells of her new film “Mr. Roosevelt,” which is largely based on her own struggles. Unexpectedly leaving @nbcsnl in 2014 after just one season, Wells felt set back in her self-esteem and career trajectory. She quickly refocused her energy to more personal projects, which led to the completion of “Mr. Roosevelt.” Read the rest of WWD’s interview with the “Master of None” actress on WWD.com #wwdeye (📷: @jilliansollazzo)
@barbrastreisand is giving fans a chance to see her perform up close in a new concert series, which makes its debut on @Netflix today. From behind-the-scenes takes to her concert performance in Miami last December, the two-hour streaming special captures Streisand in her element. Pictured here is the singer/actress photographed for WWD in 1963. (📷: Palmieri Tony) #wwdeye #wwdarchive
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)