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StriVectin has a new nighttime cocktail it hopes will lead to better skin.
This story first appeared in the December 7, 2012 issue of WWD. Subscribe Today.
The brand is set to launch StriVectin AR Advanced Retinol Night Treatment on its Web site later this month and in brick-and-mortar outlets in January.
Designed for women 40-plus who are seeking noticeable improvements in skin texture, clarity, radiance, firmness and fine lines, the product is powered by retinol and niacin.
“We’re calling this our first ‘midnight multitasker,’” said Jill Scalamandre, chief marketing officer at StriVectin. Scalamandre explained that the brand’s proprietary NIA-114 niacin molecule, which is said to stimulate DNA repair and strengthen the skin’s barrier, is teamed with retinol, said to encourage cell turnover and stimulate collagen production, improving the appearance of deep wrinkles and fine lines. Other key ingredients include collagen-boosting peptides and sodium hyaluronate to help hydrate skin and improve its barrier function. “Retinol is the dermatological gold standard,” continued Scalamandre. “Niacin is a catalyst of retinol, and it doubles the result of retinol. Our proprietary NIA-114 molecule keeps these retinol from irritating the skin.”
The product is “an incremental opportunity for us to play in night category and to increase penetration in current accounts,” said Scalamandre. “Our brand’s current architecture is problem-solution — for instance, getting even-toned skin. What we don’t have is something for a woman with multiple issues — until now.” The product will retail for $109 for 1.7 oz. Retailers include department and specialty stores and QVC.
Globally, the product will be in about 4,500 doors. Advertising will begin in weekly magazines in January and in February fashion, beauty and lifestyle monthlies.
While Scalamandre refused to discuss sales projections, industry sources estimated the new product could do as much at $15 million globally in its first year on counter. The brand’s total size is estimated at about $160 million at retail globally.