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Orlane’s newest product, Eclat Absolu Lightbox, is set to make its U.S. debut this spring.
This story first appeared in the March 2, 2009 issue of WWD. Subscribe Today.
The four-item kit features new formulations created specifically for a regimen that’s intended to revitalize dull skin in seven minutes.
“It’s a minifacial for someone who has had a rough night or spent too much time on a plane,” said Naz Toloui, Orlane’s vice president of sales and education. “The products target every area of the face, and they literally transform the skin.”
Eclat Absolu Lightbox will be introduced this week at Neiman Marcus, Saks Fifth Avenue and Bloomingdale’s and will retail for $200. It includes six applications of eye contour serum, under eye patches, shimmering mask and Evanescent cream.
The serum, which is intended to energize and detoxify the area around the eyes, contains sugars and plant extracts like végécerycl — a plasma that is said to nourish the epidermis — while the under eye patches, which activate the serum, contain marigold, mallow, witch hazel, linden blossom, and chamomile extracts, which are designed to soothe and hydrate the area in seven minutes.
The mask was designed to exfoliate and remove dead skin cells in five minutes to achieve a radiant complexion. Made up of a single emulsion that is mixed with a powder, the mask contains cicer arietinum grain extract, which stimulates creatine kinase — an enzyme thought to be responsible for the production of cellular energy in the skin.
The last step in the regimen is the finishing Evanescent cream, which contains Orlane’s so-called 3D Flash — an oxygen delivery system that is intended to plump up the skin, as well as detoxify and energize tissues.
Since hitting French counters in October at stores like Marionnaud, Gallerie Lafayette, Printemps and Haussmann, the Eclat Absolu Lightbox has generated $750,000 in retail sales, according to industry sources. Sources estimate that in the U.S., Orlane’s Eclat Absolu Lightbox will generate $500,000 at retail in its first three months, and will bring in $750,000 in its first year on U.S. counters.
“We are reaching out to younger people who don’t have time with this product — the girl who is out on the town at night,” said Touloui, who noted that until now, the typical Orlane target customer has been 35 years old or older.