NEW YORK — This fall, Estée Lauder will take its moisturizer category into the future by borrowing a bit from the past.
This story first appeared in the July 2, 2004 issue of WWD. Subscribe Today.
Future Perfect Anti-Wrinkle Radiance Moisturizer, a new treatment product coming in September, borrows its name from a Lauder product launched in the Eighties, Future Perfect Microtargeted Gel, which is now available only via the brand’s Web site.
But even if the name pays homage to the brand’s history, its technology is all new, noted Peter Lichtenthal, senior vice president of global marketing for Estée Lauder, who noted that the antiaging category continues to be a priority for the Lauder brand.
“As a brand, we have a leadership position in antiaging,” said Lichtenthal. “The category is a strong priority for us. The rise of dermatological brands is causing consumers to focus on their skin more than they ever have before, and skin care is a strength for us.”
Lauder’s other key antiaging creams include Hydra Complete Multi-Level Moisturizer, a basic 24-hour moisturizer that launched last December, and Resilience Lift Face and Throat Moisturizer, designed for women who are looking for lifting benefits, which launched in 1998. Lichtenthal noted that the moisturizer category is second only to cleanser in total market share in skin care.
The new Future Perfect will be available in September and will be offered in dry and normal/combination versions. Because it is designed for women noticing the first signs of aging, its core user, said Lichtenthal, is likely to be in her late 20s to mid 30s — echoing the Lauder brand’s efforts over the past two-plus years to garner a younger user.
Future Perfect’s point of difference is its proprietary Cell Vector technology, noted Dr. Daniel Maes, the brand’s vice president of global research and development. The premise of the technology is that it can target certain parts of the skin with antiaging ingredients, delivering maximum benefits to the areas that are most in need, Maes said.
“The technology provides for a very rapid effect,” said Maes. “Consumers want results, and they want them now. This technology delivers that to them.”
Three types of cell vectors each deliver certain benefits, Maes explained. The first vector, antiaging, is intended to reduce the appearance of lines and wrinkles with vitamin C to boost collagen; NGDA, eukarion and resveratrol to help prevent premature aging; siegesbeckia and boswelian extracts to help prevent skin weakness, and sucrose and caffeine to protect skin. The second vector, energy cell, includes NADH, AMP and creatine to enhance skin’s radiance, and the third vector, hydra cell, is intended to deliver a quick shot of moisture and keep skin hydrated throughout the day with muru muru butter, coffee seed extract, hyaluronic acid, phytantriol and potassium cholesterol sulfate. It also includes SPF15.
The moisturizer will be produced in two sizes: 1 oz. for $45 and 1.7 oz. for $65. It will be available in Lauder’s full U.S. distribution, about 2,200 department and specialty stores. While none of the executives would discuss sales projections, industry sources estimated that Future Perfect could do $40 million at retail in its first year on counter. Sources also estimated that about $5 million would be spent on advertising and promotion.
The advertising and promotional campaign will include national advertising — including gatefold ads with graphs — breaking in August magazines, noted Daniel Annese, vice president of marketing, North America for Estée Lauder. All three of the brand’s models — Elizabeth Hurley, Carolyn Murphy and Liya Kebede — will be featured in the visual.
“The Future Perfect advertising will be the largest print campaign for a moisturizer in our history,” Annese said. As well, more than one million deluxe samples will be distributed in the product’s first year.
— Julie Naughton