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Dior’s ‘Totale’ Treatment

Dior executives hope to capture even more consumers with their latest skin care launch. Capture Totale, intended to help reverse the signs of aging by targeting wrinkles, loss of firmness, dark spots and enlarged pores, will be launched in the U.S....

NEW YORK – Dior executives hope to capture even more consumers with their latest skin care launch. Capture Totale, intended to help reverse the signs of aging by targeting wrinkles, loss of firmness, dark spots and enlarged pores, will be launched in the U.S. this spring, said Pamela Baxter, president and chief executive officer of LVMH Perfumes & Cosmetics, North America.

Dermatologist Neil Sadick, the brand’s international medical adviser, called the product “the next generation of skin care.”

“The technology is based on a newly targeted area of the skin nicknamed the ARI – which stands for Aging Responsible Interface,” said Sadick. Using that information, he explained, four key factors are targeted: cell protection, cell turnover, cell stimulation and cell tightening.

Sadick is in private practice and is a clinical professor at the Weill Medical College of Cornell University. He was named to his Dior role in July for a number of reasons, said Terry Darland, senior vice president of sales and education for Dior Beauty, among them, to help develop skin care projects that would appeal to American women.

Key ingredients in Capture Totale include alpha-longoza complex, which is said to help smooth, revitalize and clarify skin with a proprietary blend, which highlights the primitive plant longoza, a botanical related to ginger.

Two products make up the Capture Totale lineup: Capture Totale Serum, $125, and Capture Totale Creme, $115. The serum includes biskin, a proprietary Dior ingredient that is said to visually smooth wrinkles upon application and continuously release active ingredients. Also included in the serum are yellow iris, intended to tighten pores, and dansonyl, for hydration.

The cream includes soy peptides and lipopentapeptides to aid firming, and licorice extract to strengthen the product’s antidark spot system.

And Dior executives have chosen a quintessential American woman to headline this brand: actress Sharon Stone, who will be featured in the product’s advertising.

In the U.S., national print advertising featuring the actress will break in March, noted Darland. In France, the brand also plans TV advertising, although there are no immediate plans to bring the TV spots to the U.S.

This story first appeared in the December 30, 2005 issue of WWD.  Subscribe Today.

“Sharon is beautiful – and she is, as they say, of the age group that would use this product,” said Baxter. “She’s 47, and it’s believable that she would wear this product. It’s hard to look at a 19-year-old and believe that she would actually use an antiaging product.”

In the U.S., the product will launch first at Neiman Marcus in February, and then roll out to wider distribution in March. By the end of spring, it is expected to be in about 650 U.S. department and specialty store doors, noted Darland. Neither executive would comment on projected sales or advertising spending, but industry sources estimated that Capture Totale could do $15 million in first-year retail sales in the U.S., with an advertising and promotional budget of $2 million.