DIOR AIMS FOR FOUNTAIN OF YOUTH WITH NEW SKIN CARE OFFERING
Byline: Brid Costello
PARIS — Christian Dior is going high-tech with its latest skin care offering.
NoAge Essentiel, a technology-based skin care serum, is meant to become a pillar in the group’s lineup and to increase awareness of the Dior brand in the skin care market, said Bernd Beetz, president and chief executive officer for Parfums Christian Dior.
“Cosmetics comprise 30 percent of the world’s luxury market and our presence is not as visible [in skin care] as in others areas such as fragrance and makeup,” said Beetz. “This is perhaps because our origins are in fashion and there isn’t a clear link with technology.”
NoAge Essentiel purportedly keeps cells younger for a longer period by combating the effects of environmental aging. Using the active ingredient optitelomerase, NoAge Essentiel protects the enzyme telomerase, the presence of which is affected by pollution, UV rays, tobacco and stress, said Beetz. Telomerase ensures that as cells divide, a complete copy of the DNA structure is made for the new cell. By maintaining the condition of the skin’s DNA structure and the production of new skin cells, the product results in a more youthful appearance according to Laboratoires Christian Dior.
Optitelomerase is combined with two antioxidants to form the proprietary Ageproof Complex, which is intended to prevent premature aging. The group also developed a New Skin System which claims to repulp the skin while acting as a reservoir for the Ageproof Complex.
Beetz noted that the company did “significant product testing” on a group of 136 women aged 30 to 55. Results from the test indicated that 90 percent of the women who tested the product had smoother skin after one month of daily use and that 80 percent felt that their skin looked younger, he said.
As a serum, NoAge takes advantage of a growing market for specific treatments in women’s skin care regimes, said Renato Semerari, international marketing director at Parfums Christian Dior. “Before, we dealt with chronological aging and not external factors,” he explained.
Semerari admitted that the new product will probably cannibalize sales of Capture Essentiel, which was launched in 1998. While he wouldn’t comment on projected sales, industry sources estimated that NoAge would do about $25 million at wholesale during its first year.
“[NoAge] is a more complete response to the needs of aging skin, but then again we have a loyal customer base so [cannibalization] shouldn’t be major,” said Semerari.
NoAge will launch globally starting in March and April, except for Asia, which will follow in September. The advertising campaign will break shortly after launch time with an budget up 30 percent on previous Laboratoires Christian Dior skin care launches. The campaign will consist of single- and double-page spreads. Semerari said that a substantial sampling campaign will accompany publicity with 5-ml. pumps and sachets to be offered.
The product comes in 30-ml. and 50-ml. pumps and will retail at $51 and $76, respectively. All dollar amounts are converted at current exchange rates.