NEW YORK — After challenging the night last year, Clinique is welcoming a new day for its Repairwear franchise this winter.
Repairwear Day SPF 15, a daytime addition to the nighttime formula the brand launched last December, is designed to be not only a companion to the existing formula but a powerhouse in its own right, said Susan Akkad, vice president of treatment marketing for Clinique. “This new formula is a daytime partner, which gives us a duo that can offer 24-hour protection,” said Akkad. The formula, she noted, is specifically targeted to deal with factors that can damage skin during the day.
In addition to zinc oxide, Vitamin E, resveratrol, Vitamin C and rosemary extract, Repairwear Day uses the proprietary Clinique SunSmart Sphere, an ingredient intended to activate barrier repair by stimulating lipid production, noted Debbie D’Aquino, vice president of treatment product development for Clinique. “Repairwear Day also contains the patented Skin Signaling Repair Technology, which is intended to activate skin’s natural repair processes,” said D’Aquino. “The formula supplies RNA fragments to the skin, which signals enzymes to repair the skin. It also contains bio-converted White Birch Extract, which, among other processes, helps to slow the breakdown of essential proteins in the skin.”
As well, the formula includes mushroom extract, caffeine and sucrose to calm and smooth skin, said D’Aquino.
Repairwear Day will be available in cream and lotion formulas, each retailing for $45 for 1.7 ounces, and will be launched in Clinique’s 2,200 department and specialty store doors in the U.S. in January.
While none of the executives would comment on projected sales, industry sources estimated that Repairwear Day would add upward of $40 million at retail to the brand’s sales in its first year on counter. While none of the executives would comment on projected advertising and promotional spending, sources estimated that upwards of $2 million would be spent on advertising and promotion in the product’s first year on counter.
Advertising breaks in January fashion, beauty and lifestyle magazines, including Real Simple, More, Allure and Vogue. More than 2 million samples are also planned.
Clinique is also planning this fall to increase its impact in the mascara category with High Impact Mascara, a new formula launching in November.
“Most women have to apply more than 40 strokes of mascara to get the volume and color they are seeking,” said Arlette Palo, vice president of makeup product development for Clinique. “Our primary focus in formulating High Impact was to give women maximum color and volume in a minimum amount of time.”
The formula includes a blend of polymers that act as a base coat and build volume, explained Palo. Intense color is added through dual polymeric wetting agents, and conditioning is offered through polymers and conditioning agents, which include panthenol and hydrolyzed wheat protein.
The new mascara, packaged in a dark metallic green tube with silver accents, will be available in black and black-brown, as well as limited-edition versions in sapphire and plum. Each retails for $13.50.
“We plan for High Impact to be our number-one mascara,” said Julie Howard, vice president of marketing, eye products, for Clinique. “However, we won’t walk away from our existing mascaras — we satisfy a wide variety of needs with them.” While none of the executives would comment on projected sales for High Impact Mascara, industry sources estimated it would add at least $16 million at retail to the brand’s mascara revenues in its first year on counter.
Sources also estimated that upward of $1 million would be spent on advertising and promotion for the mascara. In addition to print advertising, which is breaking in October magazines, the campaign will include 650,000 mini-mascara samples distributed at counter, a mailer with a bounceback card inviting consumers in for a sample of the brand’s existing Line Smoothing Concealer, an updated mascara merchandising unit that highlights each mascara in the brand’s lineup, and a macys.com targeted e-mail offering mini-mascara samples. As well, to build business in the eye arena, Clinique will also roll out its new Lash Building Primer, which sources estimate will do upward of $5 million at retail in its first year, in February.