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Estée Lauder’s venerable Re-Nutriv franchise is adding to the family with a trio of Ultimate Lift Age-Correcting products, set to launch globally in October.
This story first appeared in the August 13, 2010 issue of WWD. Subscribe Today.
The offerings are Age-Correcting Creme, Age-Correcting Serum and Eye Creme.
The original Re-Nutriv was created by the company’s founder, Estée Lauder, in 1958, and the line continues to be an important pillar of Lauder’s business, noted Aerin Lauder, senior vice president and creative director for the Estée Lauder brand. “Re-Nutriv has always stood for luxury, our most precious ingredients and our most cutting-edge technologies,” said Lauder. “Estée used to call it ‘a gold mine of beauty.’ When it was launched, the first cream retailed for $115 and that was a lot of money in 1958. But people paid it.”
Jane Hertzmark Hudis, global brand president of Estée Lauder, said she believes customers will find the newest launches just as compelling. “As new technologies have become available, the best have been incorporated into the Re-Nutriv line,” she said. “We believe that these products provide Lauder’s most dramatic age-correcting results ever.”
Age-Correcting Creme is the key offering. Driving the technology: a proprietary cocktail dubbed Life Re-Newing Molecules, said Dr. Nadine Pernodet, executive director of global research and development, skin biology, for the Estée Lauder Cos. Inc. The mix includes phormidium persicinum, otherwise known as Rock of Life Algae and said to repair and protect the skin; EGT, an amino acid designed to help skin build its natural reserves of protection, and laminaria digitata extract, included in the formula to boost SIRT-3, a “longevity gene” said to restore the mitochondrial function of skin cells.
“In the past, we repaired damaged DNA in the nucleus of cells,” said Pernodet. “Our new technology now allows us to also do it in the mitochondria. The formula helps skin to produce more energy, resulting in less free-radical damage.”
As well, Age-Correcting Creme is said to provide three types of lift — cellular, surface and manual — noted Pernodet. “When skin cells function optimally, they help skin to restore its own natural ability to produce youthful energy and encourages skin’s optimal performance for a more youthful look,” she said.
According to Pernodet, the cellular lift is said to support the skin’s natural activation of cellular attachment and connectivity, and is designed to be accomplished via a blend of energy boosters, including black tourmaline. Surface lift is accomplished, said Pernodet, by South Sea pearls, hyaluronic acid and trehalose — intended to provide radiance, plumpness and suppleness. And the manual lift is said to come from the Ultimate Energy-Lift Massage that was developed to apply the product with, she added.
Ultimate Lift Age-Correcting Creme will retail for $250 for 50 ml.; Ultra Age-Correcting Serum is priced at $200 for 30 ml., and Eye Creme will sell for $100 for 50 ml.
The trio will be available in about 280 specialty store doors in the U.S., and will also be sold on esteelauder.com. Close to five million samples are planned globally, said Elana Drell Szyfer, senior vice president of global marketing for Estée Lauder.
National print advertising, shot by Craig McDean and featuring Carolyn Murphy, will break in November fashion, beauty and lifestyle magazines globally. As with all Re-Nutriv advertising, it will be in black-and-white, noted Lauder. An invitation-only, dedicated Web community for top Re-Nutriv customers is also planned; Lauder will pre-sample the new addition to “help spread the buzz,” said Drell Szyfer.
While executives declined to discuss sales projections, industry sources estimated that the trio would generate retail sales of about $20 million in North America and $150 million globally in its first year on counter. Industry sources estimated that about $2 million would be spent on advertising and promotion in the U.S. in the trio’s first year.