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Lancôme Gets Juicier

NEW YORK — Lancôme’s planning to add a little punch to its lip business this summer with Juicy Rouge Lasting Shine LipColour, the latest addition to its popular Juicy series. <br><br>“Lip gloss accounts for 24 percent of the lip...

NEW YORK — Lancôme’s planning to add a little punch to its lip business this summer with Juicy Rouge Lasting Shine LipColour, the latest addition to its popular Juicy series.

This story first appeared in the May 16, 2003 issue of WWD.  Subscribe Today.

“Lip gloss accounts for 24 percent of the lip category and has been growing consistently,” noted Dalia Chammas, senior vice president and general manager of Lancôme USA. “Juicy Tubes has been a huge contributor to that growth. It made perfect sense to expand the franchise in a lipstick form.”

While the Juicy Tubes franchise employs a very sheer, high-reflective lip gloss formula, Juicy Rouge appeals to customers who are after a sheer- to medium-coverage lipstick formula, noted Elizabeth Park, vice president of makeup marketing for Lancôme. “Juicy Rouge delivers the benefits of a lipstick with the color and ultrareflective effects of a lip gloss,” noted Park. “It’s definitely not a replacement product for Juicy Tubes — instead, we’re expecting it to be a strong add-on product.”

“We feel strongly that we have a winner here,” added Luc Nadeau, president of the Luxury Products Division of L’Oréal USA. “This line is a real fashion statement that will add punch to an already strong existing business.”

Juicy Rouge includes aqua-reflect pigments, a new generation of mirror-like reflecting pigments designed to refract light through tiny particles to produce ultrasparkling effects, Park added. “Together, the multidimensional pigments offer incredible shine,” she said. “We’re teaming that effect with emulsifying agents in the formula which create a gel film, which means the high-shine effect lasts.” Rose petal extracts have been added for moisturizing benefits, she added.

The new line, on counter in June, includes 12 shades, which will retail for $19.50 each. The shades are packaged in slimline silver cases with a holographic finish. They will be available in Lancôme’s full distribution of more than 2,000 department and specialty stores and on lancome.com.

Chammas expects the new line to appeal to a wide range of consumers, but she is banking on the 18- to 30-year-old set in particular. “This age group has been particularly supportive of Juicy Tubes and we believe they’ll also be supportive of Juicy Rouge,” she said. Juicy Tubes has been widely credited with bringing a younger consumer to the Lancôme counter.

National advertising, which will break in July fashion, beauty and lifestyle books including In Style, Allure, Jane, W, Teen Vogue and Lucky, will feature model Elizabeth Jagger.

While none of the executives would comment on projected retail sales or advertising spending, sources estimated that the new additions would add about $16 million at retail to the Juicy franchise, and that Lancôme would spend about $5 million on advertising and promotion in the line’s first year on counter.