NEW YORK — Lancôme will launch Resolution Eye D-Contraxol in January as the follow-up to the introduction last year of its Resolution anti-aging face cream.
Dalia Chammas, senior vice president and general manager of Lancôme USA, a division of L’Oréal USA, explained that the new product is designed to be an antiwrinkle eye product specifically aimed at tackling the problem of dermo-creasing, which occurs naturally. There are 22 muscles around the eye, and 14 of them go into action when the eye blinks to protect the cornea from excessive drying. The average person blinks an estimated 10,000 times a day, leading to the formation of fine lines and wrinkles.
The proprietary D-Contraxol ingredient is formulated to target dermo-creases by aiding fiberblast cells, which contain actin and myosine filaments and helps the skin maintain its natural contour. As a person ages, fiberblasts lose resiliency, diminishing the skin’s ability to snap back into natural shape after one squints or frowns, leading to the formation of wrinkles.
In addition, Resolution includes Matrixine, a complex of “shock-absorbing” ingredients designed to smooth the eye area. Mandarin extract was added to deal with puffiness and dark circles, and an anti-elastase was added to combat the loss of elasticity. The product also contains a patented SkinFibre technology to fill in wrinkles, act as a moisture barrier and provide an optical enhancement. The price is $49 for a 0.5-oz. jar.
While none of the executives would comment on projected first-year sales or advertising spending, industry sources estimated that Resolution would do upward of $35 million at retail in the U.S. in its first year on counter, and that more than $10 million would be spent to support it.
The launch of the face cream a year ago reportedly exceeded its original projection, which had been calculated by industry sources at $35 million at retail for the first year.
Although L’Oréal executives declined to give a projection for the new eye cream, industry sources put the target at $20 million at retail in the first year. The product will be introduced into Lancôme’s regular distribution of 2,200 doors. Clearly, the company hopes this launch will propel Lancôme into the top spot in its skin care category. It now oscillates between second and third place, depending on the month, along with Estée Lauder and Clinique.
To hit that sales target for the first year, Lancôme is reportedly ready to spend $8 million to $10 million in promotion and advertising, according to industry reports. The advertising effort is said to be intense, with a print campaign including gatefolds. Ads will even appear on billboards.