The new product, a collagen-building moisturizer intended to give the skin added resiliency and firmness, uses as its key ingredient bioactive marine collagen and elastin derived from fresh mollusk filaments, noted Jill Scalamandre, general manager of Prada’s beauty arm, Cosmetics International Distribution. “The collagen in this product actually builds collagen quickly,” she added.
“This is going to be a key product for us, ongoing, because it represents a very new technology,” said Scalamandre. “We did our homework with the collagen craze — we looked at how we could take it to the next level. When we discovered that the mollusk filament not only delivers but also makes collagen, we saw a real opportunity.”
“Over the last few years, we’ve seen an evolution of skin care items with collagen and elastin,” added Sarah Creal, vice president of product development for CID. “Prada’s formula takes it all a step further.” She called the technology “a fusion of natural, modern and active science.” Modern science comes in from laboratory-synthesized pentapeptides. The active science element, she noted, is Prada’s airtight, airless packaging, “which ensures that every application is fresh and potent,” said Creal.
The user of the product is expected to mirror the Prada beauty collection’s overall core user base — 27- to 45-year-old women, although Scalamandre hopes to stretch those boundaries with this product. She also noted that about 30 percent of Prada’s overall skin care sales are to men.
Reviving Bio-Firm Moisture will be available beginning April 15 at Prada’s approximately 80 doors worldwide, including select Saks Fifth Avenue, Barneys New York and Neiman Marcus doors, as well as Prada’s freestanding stores and on Neiman Marcus’s Web site. It will retail for $95 for a 50-ml. bottle or 30 1.3-ml. monodoses.
To drive awareness of the product, CID will send out about 75,000 samples globally, as well as distribute 200,000 more at counter globally. Also, about 50,000 handout cards explaining the technology will be distributed in-store, and in selected doors, beauty advisers will perform facials using the new product. “The key is to touch the consumer, and we’re trying to do that in as many different ways as we can,” said Scalamandre. The awareness push also will include print advertising, which will break in key fashion and beauty books beginning in May.
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Although Prada executives wouldn’t comment on Reviving Bio-Firm’s projected sales or advertising budget, industry sources estimated that the product could add about $1 million at retail to the beauty line’s global sales in its first year, and that about $500,000 would be spent on advertising and promotion.