NEW YORK — Estée Lauder’s newest skin care product, Perfectionist Power Correcting Patch, harnesses the benefits of the brand’s Perfectionist anti-aging lineup and delivers them with a little added power — literally.
The patch, designed to be used around the eyes, employs a microcurrent gel delivery system to increase the penetration of active ingredients and reduce the appearance of lines and wrinkles, said Daniel Maes, a chemist and global vice president of research and development for Estée Lauder. The current also helps to redistribute the water in the skin, with an effect that lasts for six to eight hours, he added.
“The water in skin differs in structure than tap water,” said Maes. “The ‘structured’ water we use in this patch mimics that which is found below the skin’s surface, so it penetrates quickly and deeply, helping to provide deep, lasting hydration, and plumping up lines and wrinkles on the surface of the skin.”
The patch is designed to be used in tandem with the brand’s Perfectionist CP+ with Poly-Collagen Peptides, an existing high-powered serum with key ingredients of the proprietary BioSync Activating Complex and Flexible Elastomer Technology. Users should apply the serum in the morning, Maes said, and in the evening apply the patch, which is designed to be used on clean, dry skin. The skin is pulled taut, and then the patch is applied and left on for 20 minutes. After it is removed, users are advised to reapply the serum.
The patch is designed to be used five days in a row, then once weekly for three additional weeks for maximum benefits, said Maes.
“We don’t want to tamper with the skin — we want to work with the skin’s technology to provide faster benefits,” said Maes, who added that Lauder’s research and development team is working to develop the technology for other applications. “For instance, the deep penetration that this technology offers could be applied to acne medications,” said Maes.
“This product jump-starts the power of Perfectionist, which is our number-one antiaging serum,” said Marjorie Lau, vice president of marketing, North America, for Estée Lauder. “We consider this a defining technology for the brand, and one that will evolve over the next several years.”
This story first appeared in the March 3, 2006 issue of WWD. Subscribe Today.
Perfectionist Power Correcting Patch launches this month and will retail for $100 for eight patches. A smaller box, with three patches, retails for $50.
While the patch is expected to appeal to Lauder’s high-end consumers, it will be available in the brand’s full U.S. department and specialty store distribution network of about 2,100 doors.
None of the executives would comment on sales projections or advertising spending, but industry sources estimated the patch would do about $8 million at retail in its first year on counter, and about $2 million would be spent on advertising and promotion.
National print advertising will break in April fashion, beauty and lifestyle magazines, including Town and Country, W and More.