NEW YORK — Prescriptives is out to help consumers turn back the clock with a quartet of age reversal skin care products.
Pamela Baxter, president of the specialty group worldwide for The Estée Lauder Cos., calls the line "a way to reverse the signs of aging." It includes a new foundation, Virtual Youth, and a three-stockkeeping-unit skin care component, Age Reversal, which includes Super Line Corrector Lifting Day Cream, Firming Night Cream and Smoothing Cleanser. All will be on counter next January.
Each skin care sku is designed to work with the skin’s natural biorhythms to address skin firmness, lines and wrinkles, said Loretta Miraglia, senior vice president of product development for Prescriptives.
"During the day the skin uses the majority of its energy defending the skin from things like the environment, smoking and other factors, while at night it is at rest —?repairing and building up," said Miraglia. "This collection provides the right item for the right time of day. This is a 24/7 approach — we’re constantly trying to develop the elasticity of the skin with this collection."
"Items like our Super Line Preventor prevent damage from happening in the first place, but this collection is intended to reverse the effects of damage," said Mari Yamasaki, vice president of product development for Prescriptives.
The key ingredient in the skin care trio is the proprietary Skin Mending Complex, which includes more than 40 ingredients, including echinacea, frankincense and pro-ceramides, noted Miraglia. "This group of ingredients helps to prevent the breakdown of elastin and collagen, as well as strengthen skin’s underlying support," she said.
The night cream adds ultrasomes, Miraglia added, "which provides targeted delivery to repair damaged DNA repair, which is designed to address the effects of UV and environmental damage." The cleanser combines colloidal mineral water, emollient coconut extracts and botanicals to cleanse skin while leaving the skin’s protective barrier intact, she said.
Super Line Corrector Lifting Day Cream retails for $65 for 1.7 oz., while Super Line Corrector Firming Night Cream is also $65 for 1.7 oz. and Super Line Smoothing Cleanser is $25 for 6.7 oz.The foundation, Virtual Youth, is intended to work in synergy with the skin care items.
"Virtual Youth is designed to be skin care with color," said Elizabeth Park, senior vice president of global marketing. Park noted that its key ingredients include sodium hyaluronate, wheat germ and barley extract, all of which are said to infuse skin with moisture and seal it in; glucosamine, which is intended to exfoliate dead surface skin cells so that color glides over skin for even coverage, and SPF 15 and vitamin E to protect against the aging effects of UVA and UVB rays and help eliminate damaging free radicals.
The foundation contains an exclusive lifting complex, noted Miraglia, which includes polypeptides and white birch extract. "The intent is that continued use of Virtual Youth helps prevent elastin breakdown and increase collagen synthesis, providing a less lined, smooth complexion," she said. As well, the foundation contains finely milled silica powder, "which spreads light across the skin and makes it look luminous," said Miraglia.
Virtual Youth is available in 30 shades for all skin tones and will retail for $32.50 per 1-oz. bottle.
The lineup will be available in about 800 North American department and specialty store doors, as well as on gloss.com. While none of the executives would comment on projected sales, industry sources estimated that the quartet would do upward of $25 million at retail globally in their first year on-counter.
National print, co-op and radio advertising will also be part of the campaign. Print advertising will break in February fashion, beauty and lifestyle magazines. Sampling will also be a major push, with more than 12 million samples planned, including direct mail pieces, blow-ins and packettes. "Consumers will be given deluxe samples of Virtual Youth with a purchase of any of the skin care items, and there will be samples of [the existing] Super Line Preventor Plus packaged in the day cream," Park noted. "And when Virtual Youth is launched, there will be packette sampling of both the night and day creams." While none of the executives would comment on projected advertising and promotional spending, industry sources estimated the budget at about $6 million.
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