Prevage is eyeing a new category for its skin care products. The brand, which made its department and specialty store debut last September, will launch a new eye product, Prevage Eye, next month.
Allergan, which launched Prevage — an antiaging serum powered by idebenone, a powerful topical antioxidant — in fall 2004 in dermatologists' offices, signed a comarketing deal with Elizabeth Arden last fall to take a less-concentrated product — a 0.5 percent idebenone concentration, as opposed to the 1 percent of the dermatologist-office version — into department stores last December. That deal gave Arden rights to the Prevage name and its main ingredient, idebenone, in every market globally except dermatologists' offices.
"Our initial department store launch last fall was extremely successful — and we're seeing a very loyal consumer who wants other products with this technology," said Elizabeth Park, executive vice president of global marketing and general manager of Elizabeth Arden U.S. While Park wouldn't comment on Prevage's first-year sales, industry sources estimated that the serum had done more than $50 million at retail in the U.S. since its launch in December.
And an eye product is a logical extension of the franchise, said Park. "Eye products can help to bring in younger consumers, because that's often where people notice the first signs of aging — the skin around eyes is thinner than it is elsewhere on the face," said Park.
Like the Prevage serum, Prevage Eye is powered by idebenone. In the eye product, however, it is mixed into a cocktail that Arden calls I-Seryl Complex. That proprietary complex includes peptides designed to target crow's-feet and help maintain collagen; algae extract, said to smooth the appearance of fine lines and wrinkles, and Haloxyl, said to minimize dark circles and puffiness.
Prevage Eye is $90 for 0.5 oz., compared with $150 for the 1.7-oz. flagship product. Like the serum, Prevage Eye is packaged in a silver-toned airless pump.
The new eye product will roll out in the U.S. and the U.K. in October, and to the rest of its global markets in March. In the U.S., Prevage is marketed in about 2,300 department and specialty store doors, including Saks Fifth Avenue, Bergdorf Goodman, Bloomingdale's, Sephora and Nordstrom.National print advertising will begin in November fashion, beauty and lifestyle magazines, said Jessica Roth, director of global skin care marketing for Elizabeth Arden.
Roth said a large sampling effort is planned — more than 500,000 packets and deluxe samples. A Web site, prevageskin.com, is intended to educate consumers, added Roth. Prevage serum will be repromoted during this campaign.
The executives declined to comment on projected sales or advertising spending; however, industry sources estimated that the new eye product would do at least $8 million at retail in the U.S. in its first year. Sources estimated the first-year advertising and promotional budget at $4 million in the U.S.
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