FROM OLAY: BODY TREATMENT

Byline: Laura Klepacki

NEW YORK — Hands, elbows and knees show signs of aging, too.
And sensing there is a market to tap, Olay is applying its VitaNiacin technology, the key ingredient in its fast-growing Total Effects anti-aging moisturizer, to body products.
Olay had already begun construction on a Total Effects franchise with the addition of a cleansing cloth, lip color and liquid foundation. While those products are just hitting stores now, Olay is readying its next market assault. In August, it will add Total Effects Body Visible Anti-Aging Moisturizing Treatment, Total Effects Hand Visible Anti-Aging Moisturizing Treatment with SPF 15 and Total Effects Cuticle & Nail Moisture Treatment. Each has a suggested retail price of $9.49, which could challenge the pricing structure in the commodity body lotion segment. Its core item, Total Effects facial moisturizer, with a $19.99 price point, helped crack the ceiling on mass facial treatment prices.
According to Information Resources Inc., since its launch in June through Feb. 25, Total Effects moisturizer has logged retail sales of $29.8 million. Michael Kuremsky, marketing director for Olay, declined to comment on sales expectations for the three new body items. However, he noted, since the body moisturizer market is smaller than the facial moisturizer market, sales results are expected to be commensurate with the size of the category.

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