Tightening up is at the heart of Chanel’s latest skin care launch, Ultra Correction Lift.
“Lifted and toned skin needs more than just collagen and elastin,” said Christine Dagousset, executive vice president of Fragrance and Beauté for Chanel. “It also needs tensin, which is a protein naturally found in abundance in young skin. That aids in the production of collagen and elastin, and helps to visibly tone and refine skin by tightening the mesh of facial skin tissues. It’s about rebuilding the network inside the skin.” The launch is also intended to widen Chanel’s skin care reach worldwide, said Dagousset. “This is a very strategic launch for us,” she said. “There are a lot of women out there who are not aware of our skin care, and we think it’s a perfect collection to recruit new users to the brand.”
The key ingredient in Ultra Correction Lift is Elemi PFA, a proprietary complex intended to promote the production of tensin. “Tensin anchors and connects cells to the skin’s dermal network,” explained Christelle Lasserre, executive director of Chanel’s Skin Cells Research Laboratory. “It is a critical protein, which is needed. Ultra Correction Lift is intended to firm and lift the skin from within, aiding collagen and elastin synthesis and supporting the skin’s newly fortified network.”
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Manila elemi, a tree indigenous to Luzon, Philippines, is often used in traditional Chinese medicine as a skin healer, explained Elizabeth Mankin, senior vice president of beauty marketing for Chanel. The company uses its proprietary process, polyfractioning, to isolate the most powerful ingredients from the tree, then harvesting the most active of those molecules to create its Elemi PFA.
The Ultra Correction Lift collection includes Sculpting Firming Concentrate, $165 for 5 oz.; Lifting Firming Day Fluid SPF15, $150 for 1.7 oz; Lifting Firming Day Cream SPF15, $150 for 1.7 oz., and Lifting Firming Night Cream, $165 for 1.7 oz.
The new products are due out in September worldwide.
In the U.S., the collection will be available in about 700 department and specialty stores, including Saks Fifth Avenue and Bloomingdale’s, and on chanel.com.
National print advertising in the U.S. will begin running in October fashion, beauty and lifestyle magazines.
Throughout Europe, advertising will be carried in the press and online. There also will be advertorials and “strong” point-of-sale information in Europe, said Catherine Rebours, international marketing director for Chanel skin care, adding that for the first time, Chanel will launch a TV commercial for the skin care category in Asia, starting in September.
“TV commercials are very important in Asia,” said Rebours.
While none of the executives would discuss sales projections or advertising spending, industry sources estimated that the Ultra Correction Lift lineup could do as much as $25 million at retail in the U.S. in its first year on counter. Advertising and promotional spending in the U.S. is expected to top $3 million, said sources.