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L’Oréal Launching Concentrated Antiaging Range

The brand is looking to give consumers a lift this summer with a new three-piece antiaging collection, Triple Power.

L’Oréal Paris is looking to give consumers a lift this summer with a new three-piece antiaging collection, Triple Power, said to firm sagging skin and facial contours in four weeks.

This story first appeared in the May 25, 2012 issue of WWD.  Subscribe Today.

The newest iteration of its RevitaLift skin care franchise, the collection contains the highest levels of L’Oréal’s proprietary Pro-Xylane, a “naturally derived, biodegradable molecule.” Extracted from the beechwood plant, the ingredient is said to enhance collagen production.

Designed to address three dimensions of aging — wrinkles, loss of facial volume and firmness — the line is comprised of a Day/Night Cream, Serum and Eye Treatment, each $24.99, and will be out in July.

“RevitaLift is L’Oréal’s number-one antiwrinkle brand worldwide because it delivers efficacious products with proven results at a great value to the customer,” said Nathalie Kristo, senior vice president of marketing for L’Oréal Paris. “[This is our] most efficacious formula that addresses multiple concerns of aging skin. It is the next generation of firming products.”

The products, geared toward women between 40 and 55 years old, also include fragmented hyaluronic acid, said to plump skin, and glycerin for hydration.

The range will launch in 20,000 food, mass and drug doors as well as online. Industry sources estimated that Triple Power could generate $15 million in its first year at retail.

To get the word out, L’Oréal has planned a “robust 360-degree marketing and sampling plan.” Andie MacDowell will serve as the collection’s face, because, according to the brand, she is “aspirational, relatable and appeals to women.”