PARIS — Lancaster is currently launching 365 Cellular Elixir Intense in Singapore prior to initiating its wider rollout in January. The serum can be used with both skin and sun care routines, and it’s billed to have direct repair action on main DNA damage caused by UV rays, pollution and stress.

This story first appeared in the December 17, 2010 issue of WWD. Subscribe Today.

Highly instrumental in developing 365 Cellular Elixir Intense was the scientific finding of a link between cutaneous DNA damage and the breakdown of collagen — the primary protein involved in skin’s youthfulness. The serum’s formula includes a patented liposome containing four complementary natural enzymes meant to act on different types of cellular DNA damage to fight signs of aging. It also comprises a new, patented antioxidant complex.

“So we are not rebuilding the DNA, but getting it back to its original condition, which is the key of its good functioning,” explained Marie-Laure Pons, vice president cosmetics for Coty Prestige, which includes the Lancaster brand.

The serum will be launched in January in Lancaster’s main European countries, such as Germany, Spain, Italy and the Netherlands. This comes eight years after the introduction of 365 Cellular Elixir, which remains on the market with relooked packaging. Its formula is said to boost DNA repair of damage caused by UVA rays.

According to Lancaster, 365 Cellular Elixir Intense revitalizes skin and makes it radiant instantly, then diminishes fine lines and wrinkles over time. The serum — with a light emulsion texture — has altogether five patents and stems from 10 years of research.

Rankin photographed and directed the advertising for 365 Cellular Elixir Intense. There’s a 15-second TV spot (marking a first for Lancaster in the medium) destined for Europe and Asia, plus print ads in various formats for global use.

The idea with the serum’s campaign, said Pons, was to take a nontraditional approach to skin care advertising, which generally features one face — someone young, whose image has been highly retouched — and a pack shot. Instead, Lancaster opted for relatively natural images of groupings of up to nine women of various ages.

“We believe it’s possible to show women an image of beauty that [they] can relate more to, that is not as rigid,” said Pons. “We really want to show women that there is not just one beauty — that you can be beautiful at all ages.”

In France, a 30-ml. bottle of 365 Cellular Elixir Intense will sell for 62 euros, or $82.10 at current exchange, while the 50-ml. version is to be 90 euros, or $119.15.

Lancaster executives would not discuss projections, but industry sources estimate 365 Cellular Elixir Intense will generate $16 million in first-year retail sales worldwide.

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