NEW YORK —?With its newest repair product, Perfectionist, Estée Lauder is aiming to put a younger face on its brand.
Perfectionist Correcting Serum for Lines/Wrinkles joins Advanced Night Repair and Idealist as the "key pillars of the repair category for Lauder," said Janet Cook, senior vice president and general manager of Estée Lauder North America. And repair is of key importance to the brand, emphasized Cook: "We have a 37 percent share of the repair category and we aim to continue adding to it."
"Each of the repair products in the Lauder lineup addresses a slightly different need," said Peter Lichtenthal, senior vice president of global marketing for Estée Lauder. "Since consumers buy product by need, it prevents cannibalization of the franchise." Other repair products in the Lauder lineup include Fruition and Diminish.
And repair products are "ageless," added Lichtenthal. "Repair is a key part of the skin care business because it addresses a broad range of age ranges —it’s not just for mature skin." In fact, he believes the entry-level consumer for Perfectionist will likely be about 28."That’s about the age when many consumers begin to see the first faint lines —?or think they do," he said. "We believe that this product will not only appeal to our core customer, but that it will draw in a new customer base as well."
The main ingredient in Perfectionist, the proprietary BioSync Complex, is intended to reactivate a key protein in skin, called integrin, explained Daniel Maes, vice president of research and development for Estée Lauder Worldwide.
"This is a retinol-free formula which employs new technology," said Maes. "It is based on the improved synchronization of the cellular activity in the epidermis and dermis, which can provide faster, stronger antiaging benefits."
Maes explained that integrin helps to keep the skin in balance, aiding in the production of collagen and elastin. Also, as integrin decreases, it affects another key skin protein, laminin.
"Laminin protein helps the skin keep its shape, and as laminin decreases, the skin sags, resulting in wrinkles," Maes said. "As skin ages, the structure of the basement membrane of the skin loses functionality, and as we age, deactivation of the integrins leads to a loss of synchronization of the cellular activity of the skin. The point of Perfectionist is biostrengthening — it doesn’t just work topically, it works all the way through the skin.""Not only does the product deliver immediate benefits, benefits accrue after the first week and month of use, and more," added Marjorie Lau, vice president of global skin care marketing for Estée Lauder. "It’s a multipronged approach."
The product works on three levels: physically filling in lines, visually impacting the lines with patented optical effects and physiologically with the proteins, explained Anne Carullo, senior vice president of global innovation for the Estée Lauder brand. Additionally, the product is intended to work in three waves, Carullo said. In the first day of use, "it helps to smooth out the appearance of lines with an optical technology —?an invisible polymer film scatters light and blurs the appearance of lines, and invisible particles with microscopic holes fill lines with the polymer,"she said. After a week, "deep lines look markedly less prominent, because of the reactivation of cellular communication through the amplification of the integrin activity, which improves the synchronization of cells." And after a month, "wrinkles are markedly reduced — by as much as 50 percent, due to the biostrengthening," she concluded.
Perfectionist also employs a blend of botanicals — including narcissus, clary sage and barley — to help the skin repair its lipid barrier, and includes an antioxidant cocktail ofvitamins C and E and mulberry, grape and scutellaria extracts to defend skin against free-radical damage.
Packaged in a pale lavender pump container, Perfectionist retails for $52 for one ounce and is scented lightly with notes of jasmine, rose and peony.
The product will roll out to Estée Lauder’s North American department and specialty store distribution —?about 2,000 doors —?in late December and will be rolled out globally beginning in January.
While the executives wouldn’t comment on projected sales, industry sources estimated that Perfectionist would do about $50 million at retail in North America in its first year on counter and that about $7 million would be spent to promote it.
National print advertising breaks in January fashion, beauty and lifestyle magazines, said Daniel Annese, vice president of marketing, North America, for Estée Lauder. Additionally, more than two million samples are planned in the first 12 months, and all Estée Lauder beauty advisers will get a full-sized version of the product to test, he added. TV advertising, including flights at launch, is also included in the Perfectionist marketing plan, as is co-op advertising.
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye