By  on August 11, 2006

NEW YORK — Elizabeth Arden is getting ready to give the industry some lip this fall.

That's when the company is adding its newest lipstick line, Ceramide Plump Perfect Lipstick, which brings the brand's iconic Ceramide Plump Perfect franchise into color for the first time.

"We want people to be reminded of the ceramide technology we offer, which was way ahead of its time, and we see strong potential for the marriage of color and skin care benefits in lipsticks," said Elizabeth Park, executive vice president of global marketing and general manager for Elizabeth Arden U.S.

The lipstick's key technology is the proprietary Ceramide Triple Complex, an ingredient that is included in all of Arden's Plump Perfect products — which is said to retexturize and strengthen the skin's appearance. "Ceramide 1 maintains the skin's natural moisture barrier, Ceramide 3 moisturizes and soothes skin and Ceramide 6 gently exfoliates skin to make the lips smooth," said Bonnie Beer, director of global color cosmetics marketing for Elizabeth Arden. As well, the formula includes Maxi-Lip, intended to plump lip volume and tone down the appearance of lines around the lips. Tahitian Gardenia extract is included to help moisturize, and vitamins A, C and E offer antioxidant benefits, said Beer.

Twelve shades will be included in the new range, each $21.50. "That's more in line with our Ceramides pricing," noted Park, adding that other Arden lipsticks are in the $18.50 range.

The product also kicks off new lipstick packaging for Arden — a champagne-hued tube and cap with gold accents. The target user is expected to be a woman 25-plus.

The Ceramide Plump Perfect Lipstick line will be on counter in September in about 1,500 department and specialty store doors in the U.S.

National advertising, featuring Catherine Zeta-Jones, will break in October fashion, beauty and lifestyle magazines. Both single-page ads and spreads are planned. Arden is also planning to do about 80,000 deluxe samples, which will include four shades of the new lipstick in a palette format. As well, a new counter unit will display all of the Ceramides products together — including masks, souffles and skin creams — as the lipsticks launch.While neither executive would comment on projected sales or advertising spending, industry sources estimate that the Ceramide Plump Perfect Lipstick line will do about $20 million at retail globally in its first year on counter, with about $10 million of that figure expected from the U.S. Sources estimate that about $6 million will be spent on advertising and promotion for the entire Ceramides franchise in that time frame.

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