Decléor is upping the ante on its skin-care offerings, gearing up to launch its most high-end range to date.
Orexcellence — a revamp of the brand’s original, decade-old Excellence De L’Age antiaging line — will hit counters next month. The collection is comprised of five products, including an update of the Excellence De L’Age Sublime Regenerating Cream, which, going forward, will be called Energy Concentrate Youth Cream. New formats, such as an exfoliating Energy Concentrate Youth Mask with hyaluronic acid, vitamin C and plant extracts — priced $60 — were added to the mix to meet demand for what consumers are thought to be seeking in skin care, according to Laurie Lam, vice president of marketing at L’Oréal USA, managing the Decléor and Carita brands.
The five products will be sold at retail at Decleorusa.com, Nordstrom, Skinstore.com and Dermstore.com as well as the brand’s vast professional network, which includes about 350 premium spa locations in the U.S. and more than 10,000 spa doors worldwide. Additionally, AromaPilates — a seven step Pilates-inspired facial massage using the Orexcellence mask — will be offered in select spa doors.
“We went further with this renovation; it’s a huge step up,” Lam said. In addition to “pumping up” the name, the five products are packaged in luxe, gold glass bottles — except the mask, which comes in a gold tube.
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Also to be pumped up are the prices. For instance, the Sublime Regenerating Cream from the current line retails for $125 and the updated Energy Concentrate Youth Cream will cost $145. The Aromessence Magnolia Youthful Oil Serum in the range will retail for $105, 43 percent more than the brand’s hero product, the $73 Aromessence Néroli Hydrating Oil Serum.
“Neroli is star in the original, and in this one, magnolia is the star. It’s [magnolia] renowned for its resistance and longevity as a plant, but also because antiaging products by default are more expensive,” Lam said, adding that the serum is packed with essential oils such as Geranium, and botanical oils of hazelnut and jojoba.
Lam couldn’t reveal projections, but said she expects Orexcellence to be within “our top three franchises.”
L’Oréal purchased Decléor and Carita from Shiseido Co. Ltd. in 2014, paying 227.5 million euros, or $214 million at current exchange, for the two skin-care brands. Industry sources estimate that — combined — the two brands did more than $115 million in sales last year.
The refresh of Decléor’s antiaging range is the first of several new launches to come in 2017. This comes after the brand spent this year returning to its roots — and focusing on the skin, body and mind pillars the company was founded on in 1974 by Solange Dessimoulie.