The seven-year-old Estée Lauder product has gotten a millennium-style makeover, and is relaunching to counters this spring as DayWear Plus Multi-Protection Anti-Oxidant Moisturizer SPF 15.
Said to be the most comprehensive environmental protection ever offered in an Estée Lauder moisturizer, the product features skin-type-specific formulas to provide a high level of protection for all skin types, noted Peter Lichtenthal, senior vice president of global marketing for Estée Lauder.
Lichtenthal also noted that the DayWear franchise has proven to be a top seller for Lauder. "Since the original DayWear was launched, we have sold more than a quarter of a billion units of DayWear," he noted. "With the update, we are looking to attract a new customer and retain our original customer base."
Daniel Maes, vice president of research and development for Estée Lauder Worldwide, added that the original formula, launched in the mid-Nineties, was extremely comprehensive, but "the environment continues to change. This new formula has a potent antioxidant formula, deep moisturizers and, of course, sunscreen. We believe it will help the skin to improve its own natural defense system."
The host of age-fighting and moisturizing ingredients includes white and red tea extracts, white birch extract, resveratrol, grape seed extract and rice bran extract, as well as an encapsulated blend of rosemary and a proprietary vitamin C/E complex. Maes is also proud of eukarion, a proprietary Lauder ingredient that is said to inhibit free radicals generated by internal aging. Moisture is provided by hyaluronic acid and Lauder’s proprietary tri-lipid blend, and the product’s sunscreen is suspended in a polymer that floats on the skin’s surface.
Three formulas are available: one for oily skin, one for normal-combination skin and one for dry skin. A fourth stockkeeping unit, DayWear Plus Multi-Protection Anti-Oxidant Sheer Tint Release Formula SPF 15, is a lightweight lotion that adds a subtle tint to the skin. It is intended to be suitable for all skin tones and skin types.
DayWear Plus launches in Estée Lauder’s full distribution — about 2,200 U.S. department and specialty store doors —?and on esteelauder.com in March. Each of the formulas — all are 1.7 ounces — will retail for $37.50.While none of the executives would comment on projected first-year sales, industry sources estimated that DayWear would generate at least $25 million in North America in its first year on counter.
Advertising and promotional plans include a national print campaign that will break in April fashion, beauty and lifestyle magazines, as well as distribution of more than two million samples, including full-size bottles to Lauder beauty advisers, said Daniel Annese, vice president of marketing, North America, for Estée Lauder. Sources estimate that the brand will spend upward of $2 million on advertising and promotion during the product’s first three months on counter.
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)
@heriethpaul and @gracebol have a moment on the @victoriassecret fashion show 2017. See every look from the runway on WWD.com. Link in bio. (📷: @giovanni_giannoni_photo) #wwdfashion #victoriassecret #VSFashionShow
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia