By  on May 18, 2007

In light of new technology addressing aging concerns, many items within the Kanebo Sensai Cellular Performance skin care range have been reformulated. New items are scheduled to hit stores in July and will carry a 10 to 20 percent price increase to balance out research and development costs.

Cellular Performance, the entry-point product line by Kanebo, with prices ranging from $70 to $130, was first introduced 10 years ago. Following the company's ritual of heading back to the lab after a market launch, formulas were reworked and now use active ingredients such as extract from the purple orchid, known as shiran in Japanese, for cellular renewal; "CPX Vital Extract," which consists of apricot essence and four other natural ingredients, to regulate fundamental cellular performance, and koishimaru silk extract to moisturize. The formulas have been in the works for the past decade.

Fifteen new items will make up the core of Sensai Cellular Performance, including products that meet Kanebo's double moisturizing/double cleansing brand philosophy, including two lotions (which prep the skin for moisturizing), three emulsions (moisturizers), two eye products, a hand treatment and a lip treatment.

Several additional stockkeeping units will be launched next year.

In September, Cellular Performance Lifting Series, which is a special part of the Cellular Performance line, will target sagging skin and expand into new products. Lifting Series, which contains natural yeast derivatives such as biodyne to stimulate collagen production and prevent sagging, will include a cream ($280), an essence (a light serum for $200) and an eye cream ($160).

Kanebo items are now carried in 35 stores in the U.S., including selected Saks Fifth Avenue stores and Barneys New York, as well as Bergdorf Goodman and Takashimaya.

In Europe, where the brand was launched 30 years ago, Kanebo is carried in 3,000 stores.

"We want to keep our prestige image," said Yukie Fujita, marketing manager of Kanebo Cosmetics USA.

Sales grew in the double digits last year from 2005, and sales are set to grow equally this year, Fujita added.

To Read the Full Article
SUBSCRIBE NOW

Tap into our Global Network

Of Industry Leaders and Designers

load comments
blog comments powered by Disqus