Prevage Makes Body Debut

Elizabeth Arden, which teamed up with pharmaceutical powerhouse Allergan in spring 2005, is adding a new component to the franchise in November.

Elizabeth Arden is determined to put aging on hold this fall.

This story first appeared in the July 25, 2008 issue of WWD.  Subscribe Today.

The beauty giant, which teamed up with pharmaceutical powerhouse Allergan in spring 2005 to create a department store version of Allergan’s Prevage, is adding a new component to the franchise in November.

Prevage Body Total Transforming Anti-Aging Moisturizer is being billed as the first cosmeceutical body treatment with idebenone, by Elizabeth Park, executive vice president of global marketing and general manager of Elizabeth Arden USA. “It’s designed specifically to deal with body skin issues, including stretch marks, dimpled skin and minor scars,” said Park, adding that previous additions to the franchise — the most recent being Anti-Aging Night Cream, launched in December, have been “very strong sellers.”

“We launched the franchise three years ago, and it has grown into a multimillion-dollar franchise,” said Jessica Fish, vice president of global skin care marketing for Elizabeth Arden. While she declined to be more specific, industry sources estimate that the Prevage franchise pulls in as much as $25 million annually in the U.S. Those sources added that Total Transforming Anti-Aging Moisturizer could do as much as $16 million at retail globally in its first year on counter, with about $7 million of that figure expected to be done in the U.S. “While all of the products addressing the face have been great sellers, you can’t just deal with the skin on your face, you also need to take care of your body — which this product will do,” said Fish.

The new product’s key ingredient is idebenone, the cornerstone of the Prevage line. In this product, it is included in both encapsulated and time-released forms, said Fish. “Idebenone is the most powerful antioxidant on the market today and, paired with the tripeptides and dioic acids acting synergistically in the formula, we think this product will be incredibly effective at addressing loss of firmness, stretch marks, dimpled skin and minor scars.”

Total Transforming Anti-Aging Moisturizer will bow in about 1,750 U.S. department and specialty store doors. It is priced at $135 for 6.8 oz.

National advertising is scheduled to break in November fashion, beauty and lifestyle magazines, including Allure, More, In Style, Vanity Fair, Vogue and Shape. The image depicts a mannequin with all of the conditions the formula is intended to treat. “It’s witty, while sharing the science,” said Fish.

A sizable sampling effort, with upward of 750,000 deluxe samples, is planned.

While Park and Fish declined to discuss advertising and promotional budgets, industry sources estimated that Arden would spend about $5 million in the U.S. on advertising and promotion in the product’s first year on counter.