Byline: Julie Naughton

NEW YORK — With a catchy name and a youth-oriented advertising campaign, Elizabeth Arden is aiming at a new segment for its skin care business.
Bye Lines Anti-Wrinkle Serum, set to be launched in July, is targeted at women who are just beginning to notice their first lines and wrinkles. “We want this to be among the first antiage solutions that a woman buys for her skin,” said Samantha Gurry, manager of global brand development skin care for Elizabeth Arden. “Our current star skin care performer, Ceramides, tends to attract women 55 and older. Bye Lines is targeted at women in their mid-30s, which has the potential to bring in a whole new consumer base. It fills a gap in our portfolio.”
Designed to counteract the early signs of aging, Bye Lines is comprised of a combination of botanicals, including coriander seed oil, retinyl linoleate, Vitamin E and borage seed oil. “Where our Ceramides line delivers ceramides to skin, Bye Lines actually stimulates the skin to produce its own ceramides, which increases cell turnover and strengthens and firms skin,” said Gurry. “It also reduces the appearance of fine lines, wrinkles and age spots.”
Bye Lines will be rolled out to about 1,200 U.S. department- and specialty-store doors in July and will go global in August.
Available in a 1 fluid-oz. pump bottle, Bye Lines will retail for $40. While Gurry wouldn’t comment on projected sales, industry sources estimated that it could do $7 million to $9 million globally at wholesale in its first year.
Advertising in beauty, fashion and lifestyle books will break in August.
Arden also plans an in-store promotional campaign, which will include the distribution of about 300,000 deluxe miniature samples, said Gurry. While she wouldn’t comment on the advertising and promotional budget, industry sources put it at about $2 million.