Estée Lauder is reasserting Re-Nutriv’s positioning as the most expensive and advanced skin care line in its arsenal with two product duos.
Re-Creation Face Crème and Night Serum, and Eye Balm and Night Serum for Eyes, will hit counters at its top 100 U.S. doors at Saks Fifth Avenue, Bergdorf Goodman and Neiman Marcus the middle of this month. At $950 and $450, respectively, the duos are Re-Nutriv’s priciest products — the next priciest is the Re-Nutriv Cream at $350 — and the only ones to be supercharged with a new ingredient sourced from deep water beneath Antarctic glaciers called Glacial BioExtract.
The update of Re-Creation, which was originally launched in 2005 with a day and night cream packaged together for $900, is in keeping with Re-Nutriv’s history at the peak of Estée Lauder skin care and the market generally both in price and contents. When it was introduced more than 50 years ago, a jar of Re-Nutriv cream sold for $115 at a time when $10 was exorbitant for a skin care treatment.
“Re-Nutriv is a very special franchise because it is truly the most luxurious skin care that we have,” said Aerin Lauder, style and image director at Estée Lauder. “It was started in 1956, and I think it was really very modern for its time, and it is still so relevant today.”
“This represents the ultimate in aspiration in terms of skin care at Estée Lauder,” said Jane Hertzmark Hudis, global brand president of Estée Lauder. “It is narrowly distributed. It is a high price point. The goal is to take that luxury customer, for which we have a very strong following in Re-Nutriv, capitalize on the momentum in the skin care segment today and bring them a new incarnation of what this is about, including a serum.”
Asked about Re-Creation’s lofty price, Charisse Ford, senior vice president of global marketing for Estée Lauder, said, “This is a consumer who certainly does not trade down.”
As explained by Dr. Nadine Pernodet, executive director of global research and development, skin biology, for Estée Lauder, a team of Spanish scientists was studying glaciers in the Antarctic Ocean and discovered life was thriving with the protection of a protein that endured the cold, harsh conditions. That protein provided the basis for the Glacial BioExtract that’s found in the Re-Creation face cream and eye balm, and is meant to strengthen the skin to combat the challenges of the everyday environment. In addition to the Glacial BioExtract, the face cream and eye balm are infused with the highest concentration of a proprietary complex called Life Re-Newing Molecules that are in Re-Nutriv’s Ultimate Lift Age-Correcting products as well. The complex contains phormidium persicinum, otherwise known as Rock of Life Algae, said to repair and protect the skin, and EGT, an amino acid designed to help skin build its natural reserves of protection, among other compounds. The night serums for face and eyes are made up of a litany of oils such as the Karanja oil from the Indian Karanja tree, Amazon Acai Nut oil, Tahitian Monoi oil and African Moringa for antiaging, hydration and purification benefits.
Industry sources estimate the new Re-Creation products will generate $50 million in global sales during their first year at retail. Re-Nutriv’s business is heavily weighted to countries outside the U.S., which Hudis disclosed constitute nearly 80 percent of the line’s sales. The Re-Creation products are scheduled to enter international markets around September. A marketing campaign, which sources estimated has a cost of $2 million, is breaking with the U.S. rollout and focuses on product-centered ads in magazines, including Town & Country and W magazine, and extensive deluxe sampling.
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