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Guerlain’s New Pitch Is for Happy Skin

PARIS — Happy skin is beautiful skin. That’s the philosophy behind Guerlain’s newest Happylogy skin care products — targeting the 25-35 set — which will be introduced worldwide in January under the Issima...

PARIS — Happy skin is beautiful skin. That’s the philosophy behind Guerlain’s newest Happylogy skin care products — targeting the 25-35 set — which will be introduced worldwide in January under the Issima banner.

“Happiness is a theme that inspired us a lot,” said Laurent Boillot, Guerlain’s deputy managing director of international marketing, who added that it allowed the brand “to approach skin care in a different way.”

That involved incorporating recent findings that skin can secrete endorphins, which kick off a happy sensation and stimulate cells deep in the skin and rejuvenate tissue, combatting early wrinkles.

For Happylogy, Guerlain developed what it calls an exclusive complex that features “pro-endorphins” that can accelerate beta-endorphin production and help make the texture of the skin smoother and the complexion more radiant.

“Happylogy is a product to combat the first signs of aging,” explained Frederic Bonte, scientific director at Guerlain.

It is also meant to fill a gap in the brand’s treatment portfolio. While the Successlaser line targets 35- to 45-year-olds, the Substantific range is for women 45 and older.

The new lineup includes 30- and 50-ml. jars of the Happylogy cream, which will sell for $51.45 and $71.20, respectively. It’s meant to be used as a moisturizer. The 30-ml. pump of the Happylogy serum, which will go for $76.15, can be used under the cream. Prices are for France and dollar figures are converted from the euro at current exchange rates.

While Guerlain executives refused to talk numbers, industry sources expect Happylogy could ring up $10 million to $15 million at retail in the first 12 months.

Single- and double-page advertisements featuring a smiling model and a Happylogy bottle, created by Jacques Henocq of the Opera agency, will break at launch.