MONACO — As its name suggests, Lancaster Group’s new 365 Cellular Elixir can be used each day of the year. The antiage serum to be launched this fall by Coty Inc.’s prestige division is meant for people of all ages and skin types.

Lancaster executives describe 365 Cellular Elixir as an “intelligent” item, smart enough to work only on the elements of the skin needing help. The brand’s first product in the “perfecting” category, 365 Cellular Elixir was created to support the skin’s DNA protection and repair systems. Its patented RPF technology is billed to mimic the skin’s defenses that fight against free radicals.

“It’s [like] a little nurse that nurses the skin to health every day,” said Catherine Walsh, vice president of marketing for cosmetics and American licenses at Lancaster.

365 Cellular Elixir’s formula contains an RPF Complex, including Mediterranean Rosemary for an antioxidant effect, and a Mediterranean Complex replete with pomegranate, sugarmelon and fig to strengthen and moisturize skin. There are photosomes and ultrasomes, as well.

365 Cellular Elixir is said to give an immediate healthy glow, thanks to a pearlescent pigment of Timiron splendid copper. Long term, the serum smooths skin and reduces wrinkles, a Lancaster executive said. Three drops of the lightweight, easily penetrating serum are recommended twice daily before use of Lancaster’s other skin care products.

A 30-ml. flacon of 365 Cellular Elixir will sell for a suggested retail price of $66. Dollar figures are converted from the euro at current exchange rates.

The product is slated to be launched in France, the U.K., Germany, Austria, Switzerland, the Benelux, Italy, Spain and Greece in September. Advertising for 365 Cellular Elixir featuring the model, Georgina, was shot by Tyen. She is pictured in front of a blue mass meant to be reminiscent of the Mediterranean and Monaco.

While Lancaster executives would not discuss numbers, industry sources estimate 365 Cellular Elixir could ring up $11.8 million in retail sales its first year.

The serum is part of an ongoing renaissance of the Lancaster brand, which was kicked off with the April introduction of the Rouge Grace line in color. Alongside new formulas, packaging and products, the brand’s rebirth entails novel merchandising units that will be tested in Italy’s Rinascente department store, starting in one month. These unite all of the brand’s product categories and color codes of white and yellow gold, plus high-gloss white, said Walsh.With the introduction of 365 Cellular Elixir comes a new tag line for Lancaster products: “The Secret to Mediterranean Beauty,” explained Lancaster president Michele Scannavini. “There’s a new soul in the brand,” Walsh added.

At the time of the press launch for the serum, Scannavini also announced the renewal of Lancaster’s contract with the Thermes Marins de Monte Carlo. There, Lancaster will train beauticians and sell its products for another three years. “It’s one of the most famous and glamorous places for beauty treatments,” said Scannavini.

In other Lancaster news, the firm is clocking double-digit gains so far this year, versus last year’s figures.

Some key recent developments include the launch of the Jennifer Lopez scent, Glow, which helped strengthen Lancaster’s presence in the U.S. Scannavini said the fragrance also has worldwide potential. As for the Davidoff brand, it “has been brought to the next level.”

Seventy-five percent of Lancaster’s business stems from fragrance, with the remainder from cosmetics.

On a regional basis, Lancaster’s sales have currently generated 55 percent in Europe, 20 percent in North America, about 10 percent in travel retail, 10 percent in Asia and 4 to 5 percent in the rest of the world.

Ultimately, the regional business might shift slightly, so European sales could ring up about 50 percent of Lancaster’s total and the U.S. 25 percent, said Scannavini.

He added: “I feel very, very positive [about Lancaster]. I think we have quite a clear view of where we have to go.”

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