PARIS — Chanel will add a new weapon to its antiwrinkle arsenal starting in January with the aim of taking a frontline position in the war on aging.
The French luxury brand will introduce Ultra Correction Line Repair, a five-unit treatment line, which it hopes will bolster its positioning in the worldwide skin care market.
“Almost half of our skin care business worldwide is antiaging related,” said Catherine Rebours, director of skin care at Chanel. “We believe that share will increase with Ultra Correction Line Repair.”
Rebours declined to reveal sales forecasts, however, industry sources believe the line could generate first-year sales in the region of 25 million euros, or $32.2 million at current exchange.
Starting in Europe and the Middle East in January, the new line will replace Chanel’s Rectifiance Intense collection. Ultra Correction Line Repair takes a targeted approach to antiaging and focuses specifically on wrinkles, which are a major concern for women aged 35-plus, according to the firm.
For the line, Chanel honed in on glycation, a process that involves sugars attaching themselves to collagen fibers and so causing them to rigidify. In turn, the skin looses its suppleness and wrinkles form. Line Repair’s star ingredient, bay cedar PFA, is said to stimulate fructosamine 3-kinase, an enzyme naturally found in the skin, which has the ability to reverse the glycation process. Bay cedar PFA is also said to increase the production of fibroblast growth factor, which ramps up collagen production and plumps the dermis, and transforming growth factor, which improves the regeneration of cells in the epidermis.
“It’s a scientific breakthrough,” said Rebours of the technology behind Ultra Correction Line Repair’s formulas, adding treatment products targeting other signs of aging will be added to the Ultra Correction franchise in the coming months.
The Line Repair collection comprises a 50-g. jar of Anti-Wrinkle Day Cream SPF 15 for 95 euros, or $122; a 50-ml. pump bottle of Anti-Wrinkle Day Fluid SPF 15 for 95 euros, or $122; a 30-ml. pump bottle of Intensive Anti-Wrinkle Concentrate for 105 euros, or $135; a 15-ml. pump bottle of Anti-Wrinkle Eye Cream for 60 euros, or $77, and a 50-ml. jar of Anti-Wrinkle Night Cream for 100 euros, or $129. All prices are for France and have been converted at current exchange.
A single-, double- and four-page print campaign, featuring model Shalom Harlow, will break at launch. Chanel will also focus on point-of-sale activity and offer luxury sample kits, which will enable customers to try the day cream, serum and eye cream over a period of five days.
Ultra Correction Line Repair will bow in the U.S. and Asia in 2010.
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