Estée Lauder plans to keep the glow going year-round with a new bronzing color cosmetics line, Amber Bronze, as well as a new self-tanning line, Go Tan.
Amber Bronze, launching in April, is intended to build on the brand’s number-one position in bronzing, a category it entered in 1975, said Peter Lichtenthal, senior vice president of global marketing for Estée Lauder. Unlike past bronzing collections, Amber Bronze will be on counter year-round, he said.
"This an incremental way for us to grow our color business, as well as a perfect way for us to address the outdoorsy, active segment," Lichtenthal noted.
"We’re returning to the heritage of the original line with these new products," said Carlota Macieira-Coehlo, vice president of global makeup marketing for Estée Lauder, noting that the brand created one of the first prestige bronzing lines, Sun Up Sun Down, in 1975. "Amber Bronze represents a significant advance in the technology of bronzing makeup, offering perfect bronze hues with great textures and skin-smoothing formulas."
One of the products’ key ingredients is amber, which is included in all of the products, noted Anne Carullo, senior vice president of global innovation for Estée Lauder. An extensive range of colors will be offered so that consumers with a wide range of skin tones can use the items, she noted. "Many bronzers, due to their intensity and color, won’t work on very pale skin, for instance," she noted. "We made sure that ours will."
The Amber Bronze lineup collection includes Amber Bronze Bronzing Powder in two colors, retailing for $28.50 apiece; Amber Bronze Cool Bronze Loose Powder SPF 8, $31.50; Amber Bronze Liquid Bronzer For Face, $28.50; Amber Bronze Lip Gloss Balm SPF 15, $15.00, and Amber Bronze LipTint Balm SPF 12 in three shades, $16 each. Packaging —?in translucent amber — supports the positioning by suggesting the sun, noted Daniel Annese, vice president of marketing, North America, for Estée Lauder.
Amber Bronze will be backed up with a print and radio campaign, which will break in May. "We’ve never advertised bronzer, yet we’ve maintained our number-one positioning," Annese said. "With this support and these great new products, we believe that we can grow the category substantially."The products will be available in Estée Lauder’s full U.S. distribution of about 2,200 department and specialty store doors.
While none of the executives would comment on projected first-year sales or advertising spending, industry sources estimated that Amber Bronze would do about $10 million at retail in its first year on counter, and that about $1.5 million would be spent to promote it.
For those who prefer to get their color from a self-tanner, the Lauder brand is unleashing Go Tan in February. Another line that will be offered year-round, Go Tan includes five stockkeeping units: Go Tan Sunless Towelettes for Body, 10 towelettes for $27.50; Go Tan Sunless Towelettes for Face, 10 towelettes for $22.50; Fast Tan Quick Dry Sunless Spray, $26; Fast Tan Quick Dry Sunless Spray SPF 15, $27.50, and Body Shimmer SPF 15, $22.50. The first four products are self-tanners, while the body shimmer is a sunscreen with a bit of sparkle.
"Estée Lauder has been a leader in the sun category since the Seventies," Lichtenthal said. "Our goal is to maintain our leadership edge and also to offer cutting-edge technology and new ways of doing product."
For instance, pointed out Carullo, "the sunless sprays will spray at any angle, even upside down and are quick drying, and the towelettes not only deliver a tan in less than an hour, they’re drip-proof and impossible to streak."
And Daniel Maes, vice president of research and development for Estée Lauder Worldwide, noted that the products not only dry fast, they’re not sticky. "The lightweight texture was designed to give consumers the ability to get a tan quickly and easily."
National advertising breaks in March fashion, beauty and lifestyle magazines. While none of the executives would comment on projected first-year sales or advertising spending, industry sources estimated that the brand would do about $10 million at retail with Go Tan in its first year on counter, and that about $1 million in the first three months after launch would be spent on advertising and promotion.
Together, noted Annese, the two collections, at retail, "present a comprehensive bronzing statement that offers the consumer many options for getting a beautiful bronze color —?safely."
There'll be no rest for those headed to Europe for men's, as Paris just closed the gap with Milan. According to a provisional calendar released by the Chambre Syndicale, Paris Men's Week will now open a day earlier on January 16. See new highlights on the official lineup on WWD.com. #wwdnews #wwdfashion (📷: @kukukuba)
BREAKING: Jonathan Saunders is leaving @DVF. The designer has resigned from his position as chief creative officer of Diane von Furstenberg, the company said in a statement on Friday. At the time of his hire, von Furstenberg said Saunders’ arrival symbolized and facilitated her stepping back from the day-to-day duties that occupy the work of a full-time creative director. The British designer joined DVF in May 2016 and was in charge of all product categories. #wwdnews
For @versace_official’s spring ad campaign, the brand emphasized the archival prints from the spring tribute collection dedicated to the late Gianni Versace. Closing out the show were five of Gianni’s favorite models: Cindy, Naomi, Carla, Helena, and Claudia. Bowing on December 18, the new campaign is yet another tribute to supermodel-dom as the images by Steven Meisel are fronted by @iamnaomicampbell, @cturlington, @gisele and more. #wwdfashion
Four-time Oscar-nominated actress Annette Bening has been waiting 20 years to play Gloria Graham in "Film Stars Don't Die in Liverpool," which will be released on December 29. The movie about Graham – a Hollywood star known for her controversial relationship with a younger Englishman named Peter Turner – is based off a memoir Turned wrote. "She felt vulnerable to him, because she loved him, she really did love him. And anyone that we really truly are in love with, we re vulnerable to in a very deep way," said Bening. Read our full interview with the modern icon of an actress on WWD.com. #wwdeye (📷: @ninebagatelles; Styled by @cristinaehrlich)
The crisp white button down: a staple that can be dressed up or down and accessorized throughout the decades. Here, on a Art Basel-goer in 2017 on the left and on the iconic Audrey Hepburn in “Roman Holiday” in 1953 on the right. #tbt #wwdfashion (📷: Andrew Morales)
Known for her work with @victoriassecret, 25-year-old model @georgiafowler is raising her profile in Hollywood. Fowler stars in @vincecamuto’s holiday campaign, which launched in partnership with “Pitch Perfect 3.” “Almost every shoot with Vince Camuto, I’ve had to face a fear…It was definitely a challenge. I’m so grateful for it, though. I’ve always wanted to be a pop star, so that was the perfect chance,” Fowler said. Head to WWD.com to read about Fowler’s experience modeling, including at the #VSFashionShow, and her relationship with Nick Jonas. #wwdeye (📷: @jilliansollazzo)
EXCLUSIVE: Huda Kattan just became the first beauty influencer to land a major beauty deal. Kattan's business, @hudabeauty, has received a minority investment from private equity firm TSG Consumer Partners. The brand, which industry sources say is on track to do $200 million in retail sales for 2017, will receive support on product, retail and geographic expansion through the deal. Get all the details on the deal and read @_a_collins' interview with Kattan on WWD.com. Link in bio. (📷: @jgreenery) #wwdbeauty #wwdnews
Peruvian model @juanaburga_official – who is known for walking the runways of @rodarte, @viviennewestwood and @torybuch – is making the move to the big screen with drama “Los Últimos.” The film premiered in Argentina in November and arrives in the U.S. and Europe in 2018. On making the switch from modeling to acting, Burga told WWD: “It’s a completely different thing – a lot of people think it’s similar or try to connect things, especially like getting used to the camera or being looked at all the time or playing these different characrers, but film is a completely different story.” #wwdeye (📷: @jgreenery)
London’s newly opened @designmuseum will look back on the life and work of Azzedine Alaïa in a show that the designer helped to curate before he died of heart failure last month. The retrospective, which Alaïa had worked on with Mark Wilson, chief curator of the @groningermuseum, will look at the impact of his work worldwide. The show, “Azzedine Alaïa: The Couturier,” will run from May 10 to October 7. Read more about the exhibit on WWD.com #wwdnews #wwdfashion (📷: @zefashioninsider)