By  on December 19, 2008

Chanel plans to establish a new base for its beauty business in February with the launch of Lift Lumière, its newest foundation and concealer line.

The range is intended to target an age-conscious client who also wants full coverage, said Christine Dagousset, executive vice president of Fragrance and Beauté for Chanel.

“The Lift Lumière launch fits into the framework of the general Chanel foundation strategy to provide every customer segment the perfect foundation with exceptional quality,” said Dagousset. “The new foundation and concealer provides antiaging benefits without compromising coverage.”

Elizabeth Mankin, senior vice president of Beauté Marketing for Chanel, called the Lift Lumière range “a whole new category.”

“It is a skin-caring makeup, which goes beyond standard antiaging benefits,” said Mankin, noting that the launch’s sweet spot will likely be women in their 30s and up. “It is hydrating and covering, intended for a dryer skin type. It is also the first time we have simultaneously launched a foundation line and a concealer line.”

The foundation is made of a botanical complex said to protect collagen and elastin from the effects of free radicals, along with Liftoptic, a proprietary ingredient composed of spherical silicone powders intended to deflect light away from wrinkles. It also includes photochromatic pigments said to keep the color true in any light.

The concealer includes a tetrapeptide said to reduce the fluid that builds up under eyes, according to Mankin. “It will measurably reduce the appearance of puffiness and lighten the look of dark circles,” she said.

Nine foundation shades, each $65, will be offered, as will three concealer shades, each $45.

While Chanel executives declined to discuss current door counts or sales projections, industry sources estimated that Chanel’s color cosmetics stockkeeping units are available in about 850 department and specialty store doors in the U.S., as well as

Sources estimated that together, the new foundation and concealer would do about $14 million at retail in their first year on counter.

National advertising, shot by Dominique Isserman and featuring Natalia Vodianova, will break in February fashion, beauty and lifestyle magazines. Upwards of 500,000 samples are planned, as are deluxe miniatures, direct mail pieces and standard samples, said Mankin.

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