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.
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