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Chanel: Face Forward for Fall

NEW YORK — This fall, Chanel is showing some skin. <br><br>With Eclat Originel, a new radiance serum, and a lineup of four new toners, the brand is out to draw in a whole new group of skin care consumers. <br><br>The serum, intended to improve...

NEW YORK — This fall, Chanel is showing some skin.

With Eclat Originel, a new radiance serum, and a lineup of four new toners, the brand is out to draw in a whole new group of skin care consumers.

The serum, intended to improve microcirculation to produce a more radiant, luminous complexion, uses the proprietary Pulsator complex to accomplish its goals, said Annette Falso, vice president of new product development for Chanel Beauté. The complex includes extract of brown seaweed, which is said to help stimulate production of VEGF — vascular endothelial growth factor — a naturally occurring skin protein; extract of Japanese mushroom, which is said to stimulate cells, and several shades of light-correcting and light-reflecting pigments intended to brighten skin and soften imperfections. It also contains water-retentive polymers, a humectant called polyol and a vitamin E derivative said, respectively, to hydrate skin and protect it from free radicals.

Eclat Originel, designed to be worn under a moisturizer, is the fourth in a series of Chanel Precision serums, noted Kara Campbell, executive director of beauty marketing for Chanel. The serums — which also include Hydra Serum, an intensive moisturizer; Age Delay, a skin rejuvenator, and Lift Serum Extreme, a wrinkle-fighter — are the brand’s most concentrated skin care stockkeeping units, she said.

Eclat Originel bows in August in Chanel Beauté’s door lineup, which includes more than 800 department and specialty store doors; it will also be available on gloss.com. It will retail for $60 for a 1-oz. bottle. While neither executive would comment on its projected sales, industry sources estimated that it would do at least $10 million at retail in its first year on-counter.

National advertising is also planned for Eclat Originel; it will break in August in Vogue, followed by a number of insertions in September fashion, beauty and lifestyle books. An intensive sampling campaign, intended to get more than 500,000 samples into the hands of consumers, is also planned. While neither executive would comment on the advertising and promotional budget, industry sources estimated that the brand would spend upward of $6 million in promoting the serum.

Four new toning lotions will also be launched in August, replacing two previous toning products, Lotion Tendre and Lotion Pureté. “We see the new Activateur line as a whole new generation of toners — they’re toners with added benefits,” noted Campbell. “In fact, each targets such a specific need that one consumer could conceivably buy two or more of them.” The problem-solving formulas are also expected to draw a wider age range of users to the skin care collection.

Activateur Eclat, designed to boost radiance, contains vitamins E and C, seaweed extracts and aloe vera. Activateur Hydratation is a hydrating complex which includes phospholipids, vitamins E, A, C and B5 and aloe vera, while Activateur Jeunesse is an anti-aging formula designed to combat environmental stressors, with extract of Grenoble walnut, polyphenols, amino acids, glycerin, hyaluronic acid and B vitamins. Activateur Pureté is an oil-controlling complex with a mushroom extract to absorb excess oil and licorice extract, amino acids, and vitamins to regulate sebum. Each toner retails for $32.50 for a 6.8-oz. bottle. While neither executive would comment on projected sales, industry sources estimated that together the four would do upward of $10 million at retail in their first year on counter. Like Eclat Originel, they will be available in Chanel Beauté’s lineup of 800 department and specialty store doors, as well as on gloss.com.