LONDON — Estée Lauder is taking airport security regulations and skin care needs of frequent fliers on by introducing its first treatment products developed specifically for the travel retail market.
This story first appeared in the June 16, 2008 issue of WWD. Subscribe Today.
Super Flight Creme, a two-unit line set to bow worldwide July 1, was created to adhere to rules introduced in many countries following an alleged 2006 terrorist plot involving liquid explosives to blow up planes, which limit the amount of liquid- and gel-based products passengers may carry onboard.
“It was a very selfish initiative,” said Virginie Descamps, vice president of Estée Lauder marketing for travel retailing worldwide, of Super Flight Creme’s creation. “I really wanted something that answered my needs on long-haul flights, especially overnight flights to Asia, and because of new regulations and having to scale down on toiletries, something that was sure to get through security and meet those requirements.”
Airport regulations require passengers to present liquid and gel products in bottles no larger than 100 ml. in resealable transparent bags at security. Super Flight Creme products, which comprise a 50-ml. tube of moisturizer and a 20-ml. tube of eye cream, are packaged together in a transparent zip-up cosmetics bag.
The line’s formulations, which focus on moisturizing skin, were also concocted with frequent fliers in mind, since airplane air is notoriously drying.
“There are different types of dehydration,” said Descamps. “We wanted to provide an instant boost to treat dehydration on the spot.”
The moisturizer, called Continuous Hydration for Face, contains algae extract and hyaluronic acid to boost moisture levels as well as glucose and glycine to calm and soothe skin. The eye cream, called Continuous Hydration for Eyes, is said to soothe and strengthen the eye area and reduce puffiness. Both products have a gel-cream texture so they can be applied over makeup, according to the company.
“At home, you start with a serum, then a moisturizer, then a foundation, etcetera,” said Descamps. “When you travel, you don’t have time to do things in that order.”
Super Flight Creme will retail in airports in the U.K. at 32.50 pounds, or $63.36 at current exchange.
Industry sources estimate Super Flight Creme will generate first-year retail sales of $6 million to $7 million.
The line, which will be exclusively sold in travel retail outlets, will be promoted in airports and, in some cases, onboard flights. A lipstick line, also concocted exclusively for travel retail, will bow in January.
— Brid Costello
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