NEW YORK — Lancôme is planning to give its foundation business a jolt of energy this fall with Rénergie Lift Makeup SPF 20.
Inspired by the technology of Lancôme’s popular Rénergie skin care line, the new foundation is designed to give mature skin a helping hand, noted Elizabeth Park, vice president of makeup and promotional marketing for Lancôme. The skin care line launched in 1992.
“It is our intention to provide options for all ages and skin types,” said Park. “Rénergie Lift is our first foundation with anti-aging benefits. The user for this foundation will likely mirror that of our Rénergie skin care line:?a woman 35-plus who is looking for treatment benefits in addition to coverage and who likely has skin that is on the dry side.”
The foundation’s key technology is the proprietary MicroLift Network, a shaping wax/micropearl combination that Park describes as “an elastic veil on the face.” The foundation also includes encapsulated vitamin E to fight free radicals; microbubbles, intended to keep makeup from settling into fine lines and wrinkles, and a caffeine and ivy extract combination intended to help smooth the appearance of skin and improve its texture. Additionally, the formula contains SPF 20 for protection from the sun.
“Our target user is knowledgeable about what foundation can do for her —?she’s not expecting miracles, but she does want a more radiant look, and she wants those skin care benefits,” said Park. “We think she’ll find it here. In fact, we are expecting this foundation to be in the top three in our foundation category.”
Rénergie Lift Makeup will be available in 10 shades; a 1-oz bottle will retail for $35. The foundation will roll out in Lancôme’s full U.S. distribution — about 2,200 department and specialty store doors — and on lancome.com in November. While Park wouldn’t comment on projected sales or advertising spending, industry sources estimated that the new foundation would do $20 million at retail in its first year on counter and that about $2 million would be spent on advertising and promotion.
National advertising is slated to break in December fashion, beauty and lifestyle magazines. More than 500,000 mailers are also planned, inviting consumers into stores for a 10-day, drammed sample. The brand will offer drammed samples in the entire color range. As it ships the foundation line, said Park, Lancôme will also introduce a deluxe dramming unit that will be used going forward to highlight star products in the Lancôme line.
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