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Sisley has its gaze focused on increased sales with a new antiaging eye cream, which will be in 95 U.S. doors by the end of September.
This story first appeared in the August 16, 2013 issue of WWD. Subscribe Today.
Supremÿa Eye, a cousin to the brand’s September 2009 antiaging serum Supremÿa, is designed to address sagging eyelids, wrinkles around the eye, dark circles and more, said James Maki, executive vice president of Sisley USA. It is shipping now.
“Because the original Supremÿa serum is not suitable to be used on eyes, a complementary eye product has been our most-requested product for the last four years,” said Maki. “The very thin epidermis in this sensitive area requires a specially adapted texture, so this product’s cream-serum texture provides an instant decongesting sensation.”
At the heart of the formula is Sisley’s proprietary Phyto-Complex LC12, which contains extracts of acai, yeast, caffeine and oat kernel, as well as adenosine.
“The LC12 complex, which is Sisley’s most powerful anti-aging tool to date, has been adapted in this product to the fragile area around the eyes,” said Philippe d’Ornano, general manager of Sisley and an owner of the brand. “It has been complemented with a cocktail of more than 15 active ingredients from plants to combat dark circles, under eye bags, sagging of the eyelid and crow’s feet. Like Supremÿa, it acts at night, the key moment for cellular regeneration when skin is sheltered from external aggression and stress. It is our next-generation night product for the eyes.”
Supremÿa Eye will retail for $310.
The product’s distribution includes Neiman Marcus, Saks Fifth Avenue, Bergdorf Goodman and select Nordstrom and Bloomingdale’s doors.
National print advertising — a rarity for the brand, but an investment it wanted to make to underline the product’s significance, said Maki — begins in September fashion, beauty and lifestyle magazines.
While executives refused to discuss sales projections, industry sources estimated that it could do $10 million at retail in the U.S. during its first 12 months on counter.