GUERLAIN CRANKS UP ITS NEW PRODUCT MACHINE

Byline: Brid Costello

PARIS — Guerlain is scrubbing up to introduce a laser treatment.
The LVMH Moet Hennessy Louis Vuitton-owned brand will launch two Successlaser anti-wrinkle skin care products meant to complement, or be an alternative to, plastic surgery. They are part of Guerlain’s Issima skin care line.
Veronique Cooper, international marketing manager at the firm, said today’s women are familiar and comfortable with high-tech treatments — such as laser, Botox or collagen injections — and desire their skin care products to be equally cutting-edge in the fight against aging skin.
Successlaser’s Reducteur Rides, for morning use for all skin types, and Soin Repos Relais, for skin needing to heal, include the active ingredient injectine, said to help skin absorb vitamin C that produces collagen to firm skin. The pair’s formula also has liftine, which purportedly helps skin stay firm and diminishes the appearance of wrinkles.
The new line is meant to widen Guerlain’s reach with the 35-plus set, a demographic particularly willing to spend on anti-aging products.
Reducteur Rides will sell for $70 for a 30-ml. pump bottle and Soin Repos Relais for $57 per 30-ml. pot. All figures are converted from the euro at current exchange rates.
Industry sources estimate the Successlaser duo could together generate $15 million at retail in its first year worldwide.
Single-page print advertising for the line will break in France in February 2002. It features a model with a laser beam on her face. There will also be in-store sampling, including 5-ml. tubes and 15-ml. jars of product.
In other company news, Guerlain is adding what it calls three “mood-enhancing” fragrances to its Acqua Allegoria line. These multi-note scents, a change from the line’s other predominantly single-note juices, were created by Jean-Paul Guerlain. They include Aromaparfum Vitalisant, a spicy hesperidia, which is meant to be energizing; Aromaparfum Exaltant, a spicy woody, for an elating effect, and Aromaparfum Apaisant, a gentle floral, for soothing.
Industry sources estimate the trio could generate about $10 million at wholesale in the 12 months. After their initial launch in Germany, Spain and the U.K., they are currently being rolled out to the U.S., France and Asia.
The 75-ml. eau de parfum sprays retail for $41.

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