PARIS — Lancôme is launching DreamTone, billed to be the first bespoke all-around pigment corrector.
“[It] is a multitask skin-care product able to correct dark spots, reduce specific color irregularities and restore skin uniformity,” explained Véronique Delvigne, scientific director at the L’Oréal-owned brand.
DreamTone’s formula contains “Triple Action Technology” with actives to target melanocytes and melanotrope, which are involved in skin pigmentation.
There are also specific actives used to counteract pigmentation problems particular to three main profiles identified by Lancôme laboratories. These are fair skins with a tendency for redness, medium skins with a propensity for sallowness and dark skins that are susceptible to blemish marks.
“DreamTone is the tailor-made answer for each of those three pigmentation profiles,” said Delvigne.
The formulas have optical agents, as well — pearly reflecting elements, composite pink and copper pigments and light-diffusing particles — to help give an immediate effect, according to Lancôme.
DreamTone is not tinted.
“The result is very, very transparent,” said Delvigne, who added the product is suitable for all skin types.
A 1.3-oz. bottle retails for $98 in the U.S., where DreamTone has just been launched, and will go for 95 euros in Europe when the product hits counters in September. DreamTone’s introduction in Asia, except for China, with a different formula is slated for March 2014.
While Lancôme executives would not discuss sales projections, industry sources estimate DreamTone will generate 60 million euros, or $80.3 million at current exchange, in retail sales between September and December.
Photographed by Mario Testino, its print advertising features models Jasmine Tookes, Hilda Dias Pimentel and Anaïs Pouliot.
In other Lancôme news, the brand is coming out with a new version of Trésor 23 years after its launch.
“We had the desire to reinvent the myth,” said Emmanuel Greze Masurel, marketing director for fragrance at the brand.
For the version L’Eau de Parfum Lumineuse, Trésor’s bottle design was revisited and its juice reinterpreted by International Flavors & Fragrances perfumer Dominique Ropion. The new fragrance includes Damascus rose petal essence, absolute of violet leaves and of vanilla, and notes of cashmeran and praline.
L’Eau de Parfum Lumineuse, which will come in 30-, 50- and 100-ml. versions, is to launch in October. At the same time, Trésor’s L’Absolu de Parfum iteration will debut.
There is also a new Trésor advertising campaign, starring Penélope Cruz and Ilay Kurelovic playing an actress and a boxer, respectively. It is the first time a man’s face is revealed in a Trésor campaign.
Rob Marshall, for his debut fragrance ad, directed the new Trésor video spot coming in 90-, 60- and 30-second versions that will be shown on TV and the Internet and in movie theaters. Testino photographed the still image for the campaign.
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