Chanel is building a new foundation for its makeup business in late September.
That’s when the brand will launch Perfection Lumière, its newest foundation line — which offers both the widest shade range Chanel has ever offered in this category, as well as two proprietary complexes intended to perfect skin, said Christine Dagousset, executive vice president of Fragrance and Beauté for Chanel in the U.S. “This foundation was designed to be very universal,” said Dagousset. “Chanel’s creative director for makeup, Peter Philips, counts perfect skin among the most important features a woman can have and, since joining the brand in January 2008, has made it his goal to create a ‘perfect’ foundation: one that adjusts to the skin needs of every ethnicity and stays in place with a flawless finish.”
Perfection Lumière’s technology meets that goal, Philips said.
The formula, explained Philips, is created with two proprietary complexes. Perfect Skin Affinity Complex is a flexible, adhesive biopolymer derived from medical patch technology that is designed to take on the form of the skin, moving with it to create “an invisible second skin,” he said. The brand’s Perfect Light Control Complex is another key innovation in the formula, said Philips. “Classic powders only partially reflect the light,” he explained. “This complex contains two types of hemispherical powders. Some are semisheer for luminosity; others are coated with a mineral pigment with the goal of blurring the appearance of skin imperfections.”
The formula is said to last as long as 15 hours, and has a semi-matte finish that works on all skin types (whether oily or dry, fair or dark) and in all circumstances, he added.
The line will launch globally with 23 shades, 20 of which will be distributed in the U.S., noted Dagousset. Shades are broken into color groups ranging from very fair to very dark, and a variety of skin undertones, from pink to yellow, are also addressed in the shade lineup. The line will be sold in more than 30 countries.
In the U.S., the foundation will be available in all of the brand’s Beauté doors, about 700 department and specialty stores.
While executives declined to comment on projected sales, industry sources estimated that the new foundation line would do upward of $20 million at retail in the U.S. in its first year on counter.
Print advertising shot by Sølve Sundsbø, and featuring Alyssah Ali, will break in October fashion, beauty and lifestyle magazines, said Dagousset, who added that a large sampling campaign — with upward of two million samples — is also planned.
Overall, the foundation category year to date is trending very well for Chanel, noted Dagousset. According to NPD Group figures, Chanel’s growth in the category — up 14.1 percent — is outpacing the industry’s foundation growth rate of about 7.4 percent.
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