LAUDER EYES NEW RECOVERY COMPLEX
Byline: Julie Naughton
NEW YORK — For Estee Lauder, the eyes have it.
The brand — which launched its first Night Repair product in 1982 and updated it with antioxidants in 1990, renaming it Advanced Night Repair — is set to expand the category with Advanced Night Repair Eye Recovery Complex, the first product in the franchise to address the delicate eye area.
“Night Repair was a pioneer in the skin repair category because it came at a time when little was known about UV damage or its effects on the skin’s appearance,” said Janet Cook, general manager of Estee Lauder. “After we added antioxidants to create Advanced Night Repair, these products led the way to the repair and protection concept that has become essential for keeping skin healthy and strong.”
Which has meant continual growth for the franchise for nearly 20 years, noted Peter Lichtenthal, senior vice president of global marketing for Estee Lauder. “It was a natural decision to extend those benefits into the eye product category, particularly because we are number one in the repair category,” he said. Added Daniel Annese, vice president of marketing for North America for Estee Lauder: “We definitely plan to leverage the heritage of this franchise with this product, and we will link them together in customers’ minds.” That heritage is reinforced in the product’s packaging, which — like its big sister product — is packaged in a gold-topped brown bottle.
Advanced Night Repair Eye Recovery Complex is a serum gel that is specifically formulated for the vulnerable skin around the eyes, said Daniel Maes, vice president of research and development for Estee Lauder Worldwide. Several patented technologies are employed to hydrate the skin and strengthen the barriers of the fragile skin around the eyes. They include a barrier repair complex of white birch extract and cholesterol sulfate; a moisturizing addition of sodium hyaluronate; a combination of phytosphyngosine and yeast extract designed to eradicate puffiness and dark circles; holean mushroom extract as an anti-irritant, and a bifidus extract and soy combination to protect and maintain the skin’s natural repair mechanisms. A 0.5-oz. jar is $45.00.
The serum’s target age range is 25 to 55, said Marjorie Lau, vice president of global skin care marketing for Estee Lauder. “It’s suitable for a wide range of skin types, so we feel this is a realistic goal,” she said, adding that the item’s core consumer will likely be 35-plus.
The product launches globally in December. In the U.S., it will be available in 2,092 domestic department and specialty store doors, as well as on the Web at esteelauder.com. Print advertising, featuring Carolyn Murphy, will break in January 2002 books. The launch also will be accompanied by co-op TV advertising. A sampling campaign, designed to get more than two million samples of both the new eye product and the core Advanced Night Repair product to consumers, also is planned. While Lauder executives declined to comment on the brand’s projected sales or advertising budget, industry sources estimated that Advanced Night Repair Eye Recovery Complex would do upwards of $50 million at retail in the U.S., in its first year on-counter, and that Lauder would spend about $3 million to promote it.