PURE ZONE AIMS AT YOUNGER MARKET
Byline: Laura Klepacki
NEW YORK — L’Oreal is looking for fresh new faces. In July, the company will unveil Pure Zone, a cleansing regimen for young women.
With the move, L’Oreal hopes to draw younger shoppers to its skin care business and help educate women on the importance of skin care in a beauty regimen. To easily explain product usage, bottles are labeled one, two and three, in a step-by-step guide.
Pure Zone, targeting 15- to 29-year-old women, was two years in development, longer than most L’Oreal skin items, said executives. That was because of the extensive testing required for a multiple-product program.
Pure Zone features salicyclic acid and L’Oreal’s unique Dermo-Calm Complex, derived from a natural marine botanical — algae extract. The items are designed to cleanse, prevent breakouts and leave skin well hydrated. There are three cleansers to choose from: Skin Balancing Cream Cleanser, Skin Clearing Foaming Cleanser and Pore Unclogging Scrub Cleanser. Step Two is Pore Tightening Astringent, and Step Three is Skin Relief Oil-free Moisturizer. There is also Spot Check, an item to treat breakouts. Pure Zone items are line-priced at $7.99.
Industry sources predict L’Oreal could claim between 5 and 10 percent of the skin cleansing market, which ACNielsen put at $500 million in 2000. For L’Oreal, that would mean retail sales of $25 million to $50 million.
A TV, print and Internet advertising and promotional campaign featuring actress Jessica Biel will be used to back Pure Zone. L’Oreal executives declined to comment, but sources estimated spending at about $10 million.