SK-II’s new antiaging items.

NEW YORK — Procter & Gamble’s high-end brand, SK-II, is expanding its 17-item face treatment line with two new products scheduled to launch this fall. <BR><BR>One is Facial Treatment Concentrate, formulated to hydrate very dry skin....

NEW YORK — Procter & Gamble’s high-end brand, SK-II, is expanding its 17-item face treatment line with two new products scheduled to launch this fall.

One is Facial Treatment Concentrate, formulated to hydrate very dry skin. Its gold top symbolizes that the concentrate’s star ingredient, pitera, a blend of amino acids, vitamins, minerals and organic acids, has been filtered four times, meaning that only its purest form has been included. The concentrate falls within SK-II’s antiaging range and will retail for $300, the brand’s highest price point yet. It will be available in select Saks Fifth Avenue stores beginning in November.

The second new SK-II item for fall is De-Crease Wrinkle Essence, an antiaging serum that’s packaged in a pointed tube to assist in targeting problem wrinkle areas.

Its pro-retinol and pitera formula is designed to show results in four weeks with twice-daily applications. De-Wrinkle Essence, to be used as the final step in skin preparation and worn on top of a moisturizer, will retail for $140.

Sergio Arreola, SK-II’s brand manager, said there are several highly targeted marketing plans to advertise the two new products, including a print campaign in magazines such as W and Harper’s Bazaar to first appear in October. W is published by Fairchild Publications, the publisher of Women’s Wear Daily.

According to Arreola, U.S. sales of SK-II have been ahead of target. The line, which entered the U.S. in February in nine Saks Fifth Avenue doors, has been sold in Japan for 25 years. Industry experts predict it will generate first-year U.S. sales between $3 million and $5 million at retail.

— Andrea Nagel

This story first appeared in the July 23, 2004 issue of WWD. Subscribe Today.