If it were up to Elizabeth Arden, the clock would stop on aging this summer.
This story first appeared in the June 29, 2007 issue of WWD. Subscribe Today.
That’s when the beauty giant will launch Ceramide Gold Ultra Restorative Capsules Intensive Treatment for Face and Throat, an updated version of its classic Ceramide Time Complex Capsules, launched in 1991.
“These new capsules are the gold standard of skin care,” said Elizabeth Park, executive vice president of global marketing and general manager of Elizabeth Arden U.S. “This is groundbreaking technology, just like the original Ceramide was at its launch.”
Ceramide Gold Ultra Restorative Capsules, due in July, draws its power from the proprietary CLX Complex, a cocktail of ceramides 1 and 6, linolenic acid, linoleic acid and phytosphingosines, said to help strengthen the skin’s protective barrier. As well, vitamin A derivatives are added to the mix; they are said to help support the skin’s natural collagen and reduce the appearance of fine lines and wrinkles. Borage seed extract is said to help smooth the skin, noted Virginia Graham, director of global skin care marketing.
A jar with 60 capsules will retail for $68.
In addition, Arden is now rolling out Intervene Eye Pause and Effect Eye Moisture Cream, a follow-up to its powerhouse Intervene Pause and Effect skin care launch of last fall.
The key ingredient in the brand’s Intervene product is the proprietary Biodormin technology, a botanical ingredient that is harvested from the narcissus flower bulb during its dormant period, explained Kimberle Lau, manager of global skin care marketing. It is said to help minimize the appearance of fine lines and dark circles and firm and smooth the skin.
The eye cream retails for $42 for 0.5 oz.
Both products will be available in Arden’s full U.S. department store distribution, currently about 1,800 doors. National print advertising for both products is breaking now in fashion, beauty and lifestyle magazines.
While none of the executives would comment on sales or advertising spending, industry sources estimated that the Ceramide treatment could reap $30 million in retail sales globally in its first year on counter, with about $10 million of that expected to be done in the U.S. The eye cream could do $5 million globally in the same time frame, with $2 million of that estimated for the U.S. market. Advertising and promotional spending is estimated at $5 million for the Ceramides product and $1.5 million for the Intervene product.
And while these are traditionally women’s products, Arden hasn’t forgotten the guys in their skin care efforts.
“We have heard a lot of feedback that men love the Intervene Cream/Lotion and Cleanser, so we will be working on an outreach campaign for the entire Intervene line directed toward them,” added Jessica Fish, vice president of global skin care marketing for Arden.