PARIS — Lancaster plans to deliver a powerful wrinkle-busting punch with Retinology, its go-to antiaging cream, which will make its debut in January.
Dubbed by the Coty Inc.-owned brand as a “total age solution,” the treatment product is said to tackle wrinkles, plus the skin’s loss of firmness and suppleness, dehydration and dullness by conveying active retinol to cells using a new delivery system, which was inspired by gene therapy.
Called the Intra-Cellular System, it uses positively charged vectors to carry active retinol to skin cells. Once at its destination, active retinol is said to activate protein synthesis and so boost cell activity and therefore diminish the signs of aging.
“It acts like a GPS device, which allows us to reach the target directly,” said Karen Pouey, Lancaster’s vice president of marketing, of the delivery system, and added the brand pioneered the use of retinol in cosmetics in 1978. “The active retinol reaches the cell with 100 percent efficiency.”
The cream, which Lancaster claims can make skin appear 15 years younger, also includes imperata cylindrica hydroglycolic extract, meant to moisturize skin; timiron splendid copper and micro rock crystals, purportedly to improve radiance, and Lancaster’s signature RPF complex, said to combat free radicals. It was created in response to the needs of women aged 40-plus who are looking for an all-in-one antiaging treatment.
“While we have Lancaster Ultimate, which is very high-end, we didn’t have a mainstream global antiaging product,” Pouey said, referring to the cream introduced in 2004 priced at 240 euros, or $344 at current exchange, for a 50-ml. jar. In contrast, Retinology will sell for 125 euros, or $179, per 50-ml. pump bottle. A 30-ml. version will also be available.
The hermetically sealed pump with a metallic finish was specifically designed to house the product’s cream formula and protect its fragile retinol molecule, according to company executives.
While Pouey declined to discuss forecasts, industry sources estimate Retinology will generate first-year sales in the region of 15 million euros, or $21.5 million.
Retinology will bow in Europe in January 2009 and Asia in September 2009. It will hit shelves in the U.S. in January 2010. Kim Basinger is to front a single- and double-page advertising campaign. Samples will also be distributed.
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