NEW YORK — Call it endless summer.
Estée Lauder plans to keep the glow going year-round with a new bronzing color cosmetics line, Amber Bronze, as well as a new self-tanning line, Go Tan.
Amber Bronze, launching in April, is intended to build on the brand’s number-one position in bronzing, a category it entered in 1975, said Peter Lichtenthal, senior vice president of global marketing for Estée Lauder. Unlike past bronzing collections, Amber Bronze will be on counter year-round, he said.
“This an incremental way for us to grow our color business, as well as a perfect way for us to address the outdoorsy, active segment,” Lichtenthal noted.
“We’re returning to the heritage of the original line with these new products,” said Carlota Macieira-Coehlo, vice president of global makeup marketing for Estée Lauder, noting that the brand created one of the first prestige bronzing lines, Sun Up Sun Down, in 1975. “Amber Bronze represents a significant advance in the technology of bronzing makeup, offering perfect bronze hues with great textures and skin-smoothing formulas.”
One of the products’ key ingredients is amber, which is included in all of the products, noted Anne Carullo, senior vice president of global innovation for Estée Lauder. An extensive range of colors will be offered so that consumers with a wide range of skin tones can use the items, she noted. “Many bronzers, due to their intensity and color, won’t work on very pale skin, for instance,” she noted. “We made sure that ours will.”
The Amber Bronze lineup collection includes Amber Bronze Bronzing Powder in two colors, retailing for $28.50 apiece; Amber Bronze Cool Bronze Loose Powder SPF 8, $31.50; Amber Bronze Liquid Bronzer For Face, $28.50; Amber Bronze Lip Gloss Balm SPF 15, $15.00, and Amber Bronze LipTint Balm SPF 12 in three shades, $16 each. Packaging —?in translucent amber — supports the positioning by suggesting the sun, noted Daniel Annese, vice president of marketing, North America, for Estée Lauder.
Amber Bronze will be backed up with a print and radio campaign, which will break in May. “We’ve never advertised bronzer, yet we’ve maintained our number-one positioning,” Annese said. “With this support and these great new products, we believe that we can grow the category substantially.”
The products will be available in Estée Lauder’s full U.S. distribution of about 2,200 department and specialty store doors.
While none of the executives would comment on projected first-year sales or advertising spending, industry sources estimated that Amber Bronze would do about $10 million at retail in its first year on counter, and that about $1.5 million would be spent to promote it.
For those who prefer to get their color from a self-tanner, the Lauder brand is unleashing Go Tan in February. Another line that will be offered year-round, Go Tan includes five stockkeeping units: Go Tan Sunless Towelettes for Body, 10 towelettes for $27.50; Go Tan Sunless Towelettes for Face, 10 towelettes for $22.50; Fast Tan Quick Dry Sunless Spray, $26; Fast Tan Quick Dry Sunless Spray SPF 15, $27.50, and Body Shimmer SPF 15, $22.50. The first four products are self-tanners, while the body shimmer is a sunscreen with a bit of sparkle.
“Estée Lauder has been a leader in the sun category since the Seventies,” Lichtenthal said. “Our goal is to maintain our leadership edge and also to offer cutting-edge technology and new ways of doing product.”
For instance, pointed out Carullo, “the sunless sprays will spray at any angle, even upside down and are quick drying, and the towelettes not only deliver a tan in less than an hour, they’re drip-proof and impossible to streak.”
And Daniel Maes, vice president of research and development for Estée Lauder Worldwide, noted that the products not only dry fast, they’re not sticky. “The lightweight texture was designed to give consumers the ability to get a tan quickly and easily.”
National advertising breaks in March fashion, beauty and lifestyle magazines. While none of the executives would comment on projected first-year sales or advertising spending, industry sources estimated that the brand would do about $10 million at retail with Go Tan in its first year on counter, and that about $1 million in the first three months after launch would be spent on advertising and promotion.
Together, noted Annese, the two collections, at retail, “present a comprehensive bronzing statement that offers the consumer many options for getting a beautiful bronze color —?safely.”