NEW YORK — It’s no secret that the aging process ain’t so sweet, but Prescriptives is out to prove that sugar may actually be part of the problem, with the launch of Anti-AGE Advanced Protection Lotion SPF 25, in April.
Created in collaboration with dermatologist Dr. Karyn Grossman (the ninth product that Grossman has worked on for prescriptives), the daily moisturizer is meant to counteract the effect of excess sugars in the body, according to the company. It features an ingredient called ProGlyco Preventative Complex, which is said to help prevent the formation of Advanced Glycation End-products, or AGEs, in the skin. AGEs are formed when excess sugars in the body react and cross-link with proteins such as collagen, elastin and some protective enzymes, which leads to accelerated aging, according to the company. It will retail for $60 for a 1.7-oz. bottle.
“Your mother always told you ‘You are what you eat,’ and now that folklore has come to fruition as it relates to sugar,” said Elana Drell-Szyfer, vice president of global marketing for Prescriptives. “[This product] protects against something we never knew was hurting us.”
In addition to ProGlyco Preventative Complex, Anti-AGE Advanced Protection Lotion SPF 25 also contains a blend of antioxidants, such as resveratrol, vitamin E and grape seed extract; UVA and UVB protection, and bio-available sodium mannose phosphate, which is said to stimulate the skin’s exfoliation process. “In the past, you knew you needed to protect yourself against the sun, the environment and external stresses, and if you did those things, you were doing the best you could to protect yourself,” said Drell-Szyfer. “Now we know that excess sugar accelerates the signs of aging, so now we can provide a much more complete answer to total skin protection.” Drell-Szyfer added that the product is the company’s “biggest launch in skin care of the season.”
“There’s been a lot of conversation about sugar consumption, but it’s really never been addressed in this way, and it has a very broad appeal,” said Lynne Greene, president of the specialty group for the Estée Lauder Cos. Greene added that plans are already in the works to expand on the product within the next year. And, while neither Greene nor Drell-Szyfer would comment on sales figures, industry sources expect the product to do up to $10 million in first-year sales at retail, with about $1.5 million spent on advertising and promotion.
The launch will be supported by print advertising, in both a single-page and advertorial format, featuring a visual of the bottle surrounded by sugar cubes. The ad was shot by photographer Raymond Meyer and will break in the April issues of Allure and O, The Oprah Magazine, as well as several other women’s fashion, beauty and lifestyle magazines, according to the company. A product brochure will be distributed at counter as well as through in-store presell and pre-sampling programs
Drell-Szyfer said the education program will highlight the fact that, while the product is somewhat diet related, the company is not attempting to dictate what people should eat. “We’re not standing on a soapbox and asking people to change their diets in any way,” she said. “We’re just saying that, given that [high sugar intake] is a reality of our lifestyle, we’ve done research and now we can provide an answer for you.”