NEW YORK — Chanel is out to provide solutions for aging skin this fall.
The beauty brand is launching Micro Solutions, an antiaging line inspired by cosmetic surgery procedures, in September.
“The skin care market has changed significantly in the past 20 years,” said Elizabeth Mankin, senior vice president of marketing for Chanel’s U.S. beauty business. “It used to be about concealing imperfections; these days, there is a blurring of lines between dermatologic procedures and where you go to get them. Creating a line based on best-loved derm procedures — glycolic peels, Botox and collagen — made perfect sense.”
Refining Peel Program is intended to be Chanel’s version of a glycolic peel, said to help refine lines and large pores and minimize dark spots. The product is powered by a proprietary combination of 8 percent pure glycolic acid and L-arginine, an amino acid. “This is a nonirritating formula,” said Annette Falso, vice president of new product marketing and training for Chanel’s U.S. beauty business. “The glycolic acid is trapped in microbubbles of silicone, and is released gradually over the day — which means you get the benefits of a peel without the irritation that many of them cause. You simply put the product on clean skin, then follow your regular regime.” The product retails for $250 for a 21-day supply.
Wrinkle-Neutralizing Treatment, designed as a Botox alternative, is designed to help control the worsening of expression lines of the face. The product contains a trio of polymers, which retract and form a film that prevents the skin from contracting, and soy microproteins, intended to stimulate collagen production, said Falso. The product is put on the skin with an applicator pen and used in conjunction with a facial massage, using a massage instrument that is also included. It retails for $185 for a 21-day supply.
Wrinkle-Filler Program, devised as a collagen alternative, is designed to help fill the hollows of deep wrinkles both inside the skin and on its surface, said Falso. The product includes a proprietary blend of polymers and vitamins A and C for deep-down repair, said Falso, and plant-based spheres for physical winkle-filling. It retails for $250 for a 21-day supply.
Like their derm-office counterparts, the Chanel treatments will be available in limited distribution — about 225 specialty store doors, including Saks Fifth Avenue, Neiman Marcus, Bergdorf Goodman and Barneys New York, as well as chanel.com. While Mankin said that she believes the products will have a wide age appeal, she noted that their core user will likely be a thirtysomething or older woman.
While neither of the executives would comment on projected sales or advertising spending, industry sources estimated that the Micro Solutions line would do upward of $7 million in retail sales, and that advertising and promotional spending would top $1 million.
National advertising will break with a four-page insert in October fashion, beauty and lifestyle magazines, including Allure and W, said Mankin. A direct-mail campaign, mimicking the four-page insert, will be another marketing angle, she added.