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Lancome’s Genifique Push

Lancome aims to generate buzz ahead of the April launch of Genifique, its latest skin-care offer, with a multifaceted advertising and marketing campaign.

A Génifique display.

PARIS — Lancôme aims to generate buzz ahead of the April launch of Génifique, its latest skin-care offer, with a multifaceted advertising and marketing campaign.

Lancôme president Odile Roujol said during a recent launch event here that the brand will soon kick off a teaser campaign in European broadsheet newspapers before a full-throttle advertising campaign.

In the U.S., negotiations are still under way but should involve newspapers, magazines and selected online media sources, according to the company. As reported in WWD on Jan. 9, Génifique Youth Activating Concentrate will bow in international markets, except Asia, in April.

“The aim is to introduce intelligent women to the groundbreaking science behind Génifique, our most important skin-care breakthrough in the past decade,” Roujol said, adding the main ad campaign will comprise packshots, or visuals of the product.

The company will use all advertising formats, with a special emphasis on the Web, which Roujol hopes will create a blogging buzz around the product. This strategy worked for Lancôme’s vibrating mascara Oscillation, which sold out in most stores the day it was launched last fall, according to Roujol.

Lancôme will bolster Génifique’s launch with a heavy sampling campaign in Europe, using trial sizes, which come with the same dropper as the full-sized bottle. In the U.S., however, Lancôme will rely on its department store beauty advisers to tempt customers.