PARIS — Parfums Christian Dior is gearing up for the introductions of Diorshow Extase, billed to be the first “flash plumping” mascara, and Capture Totale One Essential, positioned as a rejuvenation serum.
Extase was designed to give lashes long-lasting volume from the first coat, said executives at the LVMH Möet Hennessy Louis Vuitton-owned company.
“Extase’s brush is like a little succession of tiers to create reservoir effects and to boost the formula’s plumping effect,” explained Jérôme Leloup, international marketing director for makeup at Dior.
Company executives said Extase is the first mascara brush with elastomeric and nylon fibers, which add oomph to lashes. The mascara’s formula contains SR38, said to act like a ceramide to help make eyelashes healthy. Metamorphosis Powder purportedly gives a plumping effect and Black Pearl Pigments, three-dimensional, intense color.
Dior executives maintain Extase has a strong emotional element, as well.
“It is a dimension we worked on for the first time for this new mascara,” said Simona Cattaneo, director of the firm’s makeup business unit.
In a highly unusual move for the cosmetics industry, Dior sampled the emotions of people looking at women wearing Extase versus those with either no mascara or other brands of mascara. The women with Extase on were deemed more seductive, attractive and refined than others by their observers, said Hervé Cantin, Dior’s makeup formulation laboratory manager.
Extase’s single- and double-page advertising campaign stars Monica Bellucci and was shot by Tyen, Dior’s creative director for makeup.
The mascara will be introduced for $28 at Sephora in the U.S. in December. Then, starting in mid-January, it will be launched in Europe, Asia and the Middle East.
Industry sources estimate Extase will generate $35 million in retail revenues in its first 12 months worldwide.
With the mascara’s introduction is the relaunch of the original 5 Couleurs Palette for eyes. Its new formulation includes wet pearly pigments and ultramicronized pigments for deep color and finishes with different effects, according to the firm. The palettes are to retail for $57 each in the U.S.
Dior says its new One Essential serum rejuvenates skin by eliminating toxins stemming from internal and external factors. Toxins are produced in skin daily, and they accumulate even more as people age. Cells become suffocated because the natural toxin elimination systems are overrun, causing skin both to fail to repair itself and to release essential building blocks to trigger deep regeneration, according to company executives. So skin ages faster.
The serum contains Perle de Longoza, comprised of 21 active ingredients, including extracts of Longoza and Laminaria algae, plus Detoxynile. Together, these help to reactivate the elimination of cell toxins and, as a result, skin becomes smoother and denser and its complexion, healthier, Dior studies show.
One Essential’s effect on skin after a month of twice daily use allows Capture Totale cream’s efficacy to be two times more intense and twice faster than it would be otherwise, according to Dior.
Meant for daytime and nighttime use, One Essential is for women of all ages and skin types. It will be launched on Feb. 1 worldwide. In the U.S., each 30-ml. bottle is to sell for $135.
Capture Totale’s face, Sharon Stone, stars in One Essential’s single- and double-page ad shot by Solve Sundsbo.
Industry sources estimate the serum will ring up $40 million in retail sales globally during its first year.
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