By  on July 13, 2007

L"Oréal Paris is tapping into the 35-plus demographic with a new skin care line, Skin Genesis.

The four-item range, which includes a serum and three moisturizers, is designed to broaden L'Oréal's Dermo Expertise skin care franchise by appealing to a woman who is a decade younger than the customer it usually targets. L'Oréal plans to support the launch aggressively and will use spokeswoman Penélope Cruz to promote the line in TV and print ads, which break in July and August, respectively. Industry sources expect the French beauty giant to spend as much as $20 million to support Skin Genesis in its first year, and also estimate it could reach $30 million in first-year retail sales and a 5 percent dollar market share.

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