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NEW YORK — Lancôme has set its New Year’s goal and it’s called Resolution D-Contraxol Anti-Wrinkle Treatment.
Luc Nadeau, president of the Luxury Products Division of L’Oréal USA, described the new antiaging cream as “our most strategic launch of next year, and we’re planning to make it a significant force in 2003.”
And that’s not just for the U.S. market. “We see Resolution as our most important launch next year, worldwide,” said Marc DuBrule, general manager of Lancôme International, who noted that the antiaging category has been one in which Lancôme has been quite active recently.
Resolution targets 35 to 45 year olds, he noted, and joins Renergie, launched in 1992 and targeting 45 to 55 year olds; Absolue, launched in 2001 and targeting consumers aged 50 and older, and Impactive, launched in 2002 and targeting consumers in their late 20s to early 40s, in Lancôme’s skin care lineup.
DuBrule noted that the Resolution formula, a collaboration between L’Oréal scientists and doctors in the U.S. and in France, is the result of more than 10 years of scientific research and product development. “Resolution is at the core of all of our values in skin care — including delivering an incredibly efficient product.”
Resolution is designed to minimize the fine lines and wrinkles that develop after years of facial movements, said Dalia Chammas, senior vice president and general manager of Lancôme USA. “Resolution makes our portfolio complete,” she said. “While Absolue deals with loss of elasticity and Renergie is designed to aid skin that has lost firmness and has wrinkles, Resolution addresses the lines and wrinkles that are in the process of becoming more prominent as the result of dermocreasing. Our patented technology is designed to slow down that process.”
The key ingredient in Resolution is D-Contraxol, a proprietary ingredient that is intended to treat fine lines caused by the effects of repeated facial movements, or dermocreasing. In addition, Resolution includes an elastase inhibitor, which is intended to prevent further damage to the skin’s elastin and collagen matrix, and the patented SkinFibre technology, a formula that includes micronized polyamide fibers.
The SkinFibre technology was developed from knowledge gleaned from the textile industry, noted Alan Meyers, vice president, central research for L’Oréal USA. “The SkinFibre formula includes fibers which are designed to work in three ways on the skin,” said Meyers. “They fill in wrinkles, they act as a moisture barrier for the skin and they provide immediate optical effects, which make the skin look better instantly.”
“This is the first time that we’ve been able to address dermocontractions with a noninvasive procedure,” said Brigitte Petit-Camarty, director of active materials for the L’Oréal group worldwide.
In all, Resolution includes 11 patented ingredients, added Veronique Delvigne, director of scientific communication for Lancôme International. “It innovates in three key areas,” she noted. “It offers a new biological strategy,?reducing dermocreasing. It has a fragrance with active ingredients, which is designed to relax the muscles. And it introduces a new generation of texture — a filler texture for the skin.”
To develop the fragrance for the cream — a scent with a top note of bergamot, a heart of freesia and lotus and a dry down of musk and sandalwood — the brand worked with International Flavors & Fragrances.
Two formulations will be available: one for normal to dry skin, and one for normal to combination skin, said Maeve Coburn, senior vice president of marketing for Lancôme USA. The product will retail in the U.S. for $68 for a 1.7-oz. jar.
Resolution will launch in March in the U.S. in Lancôme’s full distribution, currently about 2,000 department and specialty store doors, as well as on lancome.com. It then will quickly roll out to Lancôme doors globally and is slated to be in all European Lancôme doors by the end of the first half of 2003, and to the rest of the world by yearend 2003. The brand is currently available in about 163 countries worldwide.
While none of the executives would comment on projected first-year sales or advertising spending, industry sources estimated that Resolution would do upward of $35 million at retail in the U.S. in its first year on counter, and that more than $10 million would be spent to support it.
A teaser print advertising campaign will appear in March fashion, beauty and lifestyle magazines — including Vogue, Marie Claire and Elle — and will be followed up by the launch advertising beginning in April magazines, said Elana Drell Szyfer, vice president of marketing, skin care, for Lancôme USA. Sampling will be a significant part of the effort as well, she said, with more than four-million samples planned for the U.S.