NEW YORK — With its latest serum, Elizabeth Arden is aiming to improve the appearance of facial skin while consumers sleep.
Overnight Success Skin Renewal System is a lightweight gel serum intended to boost the effectiveness of other skin care products, especially moisturizers. Its key ingredient is plantolin, an extract of the Australian scentwood plant that is said to enhance the skin’s renewal process, said Lisa Mataro, vice president of global marketing for skin care and color cosmetics for Elizabeth Arden.
The serum also includes corn kernel extract, a botanical ingredient that is said to boost proteins in the skin’s surface layers, thereby improving moisture levels and moisture retention in the skin and making skin appear less blotchy, said Mataro.
Overnight Success, which will retail for $45 for an ounce, will begin rolling out in mid-November to Arden’s 1,500 department and specialty store doors in the U.S. Although Mataro wouldn’t comment on projected first-year sales, sources estimated that they would top $3.5 million at retail in the U.S.
While print advertising is still in the planning stages — it is expected to break in early 2004 — the brand is planning a large prelaunch sampling campaign, said Mataro. It will include more than 1.2 million deluxe samples on cards. The new launch will also be promoted heavily at counter, she said.
Arden is also gearing up to add a sexy little sister to its Red Door fragrance franchise. Red Door Revealed — an eau de parfum that is a riff on the original Red Door’s fragrance notes — is also due in mid-November in Arden’s U.S. department and specialty store doors.
“Red Door is a signature brand for us, and this is a modern twist on the classic,” said Tamara Steele, vice president of global marketing for fragrance for Elizabeth Arden. “Red Door Revealed’s top notes are included in the original Red Door’s heart notes —?hence the name.”
The juice, by International Flavors and Fragrances (which also did the original Red Door), has top notes of green coral orchid, pink peony and mackay orchid; a heart of tiare flower, yellow champaca flower, purple plum, Casablanca lily, Bulgarian rose and orange flower petals, and a drydown of lichen moss, sensual black amber, musk and creamy guaic wood. The bottle’s shape is identical to its sister scent’s, although the accents for Revealed are in pink with a pink-tinted juice; Red Door’s accents are, naturally enough, in red.The scent, noted Steele, is intended to be “fun and flirtatious, as well as sophisticated and luxurious,” and executives also hope that it will appeal to a slightly younger consumer. “We’re looking to expand the Arden image to include a wider age range, including younger consumers,” she noted.
A 1.7-oz. bottle of Red Door Revealed will retail for $39. A gift set, containing a 1.7-oz. bottle of the fragrance and a 3.3-oz. bottle of body lotion, will retail for $40. Although the lotion won’t be sold separately, at least at launch, Steele hinted at “youthful new ancillaries” for spring.
While Steele wouldn’t comment on projected sales or advertising spending for the fragrance, industry sources estimated that it would do upward of $6 million in its first year on counter in the U.S. and that about $3 million would be spent on advertising and promotion. More than eight million blow-ins are also planned, featuring both Red Door and Red Door Revealed.
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