Elizabeth Arden Inc. is building its antiaging arsenal for fall with the introduction of Prevage Day Ultra Protection Anti-Aging Moisturizer SPF 30 PA++, the fifth product in its top-selling Prevage franchise.
This story first appeared in the July 24, 2009 issue of WWD. Subscribe Today.
Hitting U.S. counters in October, the moisturizing day cream, which is designed to help prevent the visible signs of aging and improve the appearance of sun-damaged skin, is being positioned as the partner to the brand’s Prevage Anti-Aging Treatment. According to industry sources, Prevage Day could garner as much as $25 million at retail globally in its first year on counter, with about $12.5 million of that figure expected to be done in the U.S.
Elizabeth Arden is billing Prevage Day as the first moisturizer to merge a high-level SPF and EPF (environmental protection factor) with the antioxidant Idebenone. The antioxidant, which is the cornerstone of the Prevage line, is said to offer skin one of the highest levels of defense against free radical damage, especially in combination with another key ingredient, the antioxidant Thiotaine. The new product features a 95 EPF rating. The metric measures things like sunburn cell protection, lipid oxidation and DNA damage.
“Sunscreen with SPF alone doesn’t protect against every environmental free radical that can cause skin damage,” said Elizabeth Park, executive vice president of global marketing and general manager of Elizabeth Arden USA. “Prevage Day marks the first time in the history of prestige skin care that one product combines the most powerful antioxidant available with broad-spectrum sunscreens for the maximum in daily environmental protection.”
Other key ingredients include UVB and UVA ray absorbers including Octisalate, Octinoxate and Avobenzone to help protect skin from environmental damage, as well as shea butter and an advanced moisture complex said to help soothe and hydrate the skin.
Prevage Day will bow in about 1,900 department and specialty store doors in the U.S. in October, to be followed by an international rollout in November. It is priced at $125 for 1.7 fl. oz. Launched four years ago, the Prevage franchise, which currently consists of an antiaging serum, night cream, eye treatment and body moisturizer, has grown into a multimillion-dollar business, which pulls in an estimated $50 million annually in the U.S., according to market sources.
“We are taking very calculated steps in expanding the line and a facial moisturizer is a cornerstone of any product range,” said Robin Mason, vice president, global marketing, skin care for Elizabeth Arden USA. “It really completes the regimen for the Prevage consumer.” Mason said she anticipates the day cream to become the second largest stockkeeping unit in the franchise, behind the treatment serum.
A national 12-month print campaign features a model wearing a fencing mask over her face with the tagline “Prepare yourself for the beauty battlefield.” The ad is scheduled to bow in October books alongside a sizable online initiative, according to Mason. “We are marketing Prevage Day with the Prevage Anti-Aging Treatment. The initial ad will feature the two products partnered together because they are designed to work as a team,” said Mason, noting the treatment doesn’t have the moisturization properties that the day cream does.
While none of the executives would discuss advertising budget, industry sources estimate a $5 million spend on the campaign.