Prevage has its attention on increasing sales with a new duo of antiaging eye products.
This story first appeared in the June 18, 2010 issue of WWD. Subscribe Today.
The brand will launch Prevage Eye Ultra Protection Anti-Aging Moisturizer SPF 15 and a reformulated version of its Prevage Eye Advanced Anti-Aging Serum in October in the U.S. and globally in spring 2011.
“Eyes age faster than any other part of the body, which made this an ideal place to focus,” said Robin Mason, vice president of global skin care marketing for the brand.
Both products include the brand’s new idebenone skin-compatible ester delivery system — which fuses idebenone and a fatty acid — said to create a reservoir so the skin can draw on the idebenone when necessary. This ramps up the power of this noted antioxidant, said Mason. This technology is also more skin-friendly than time-released delivery systems, she noted. The purpose of the idebenone is to prevent oxidation on the skin, reduce the appearance of lines, wrinkles and age spots and protect against free-radical damage.
According to Mason, idebenone is one of the few antioxidants to effectively combat oxidative stress from both extrinsic (external environmental sources) and intrinsic (free radicals produced in the skin itself) sources.
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The moisturizer adds acetyl tetrapeptide-5, said to promote a firmer appearance in the eye area; siegesbeckia orientalis and rabdosia rubescens extracts to reduce the effects of oxidative stress, and Advanced Moisture Complex, a blend of hyaluronic acid, humectants and a polymer said to help lock moisture deep within the surface layers of the skin.
The serum adds acetyl tetrapeptide-5, said to promote a firmer, less puffy look; Syn-Coll, a peptide said to support the skin’s own natural collagen and create a firmer appearance; Haloxyl, a blend of peptides said to strengthen skin and diminish the appearance of dark circles, and lypochromin-6, an antioxidant said to help protect the lipids in the skin’s moisture barrier from secondary free-radical damage.
The moisturizer and the serum will each sell for $98 for 0.5 oz. It will be available in Prevage’s full U.S. distribution, currently about 1,900 department and specialty store doors.
While Mason declined to discuss sales projections, industry sources estimated that the duo will do about $8 million in the U.S. and about $15 million globally in their first year on counter. Advertising and promotional efforts will include national advertising in fashion, beauty, health and fitness books and extensive sampling, with about 1 million samples planned. Industry sources estimated that Prevage would spend about $5 million on advertising and promotion in the product’s first year.