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A new master franchise: The Age Re-Perfect Pro-Calcium line |
FRANCE. L’Oréal Paris has pledged to “innovate and renovate” across all product categories and segments next year – and to target consumers across the entire age spectrum – in a bid to drive its travel retail business.
At the mature end of the market, the company will extend its Age Re-Perfect Pro-Calcium skincare line, as promoted by actress Jane Fonda, with a foundation and a night cream. A lip product is also slated for launch by the end of the year.
Age Re-Perfect Foundation is described by L’Oréal as the first foundation specifically dedicated to mature skin. It was introduced domestically in Europe in October and will begin rolling out in travel retail at the beginning of 2007.
The product is said to “re-unify” the skin, hiding imperfections and age spots without emphasising deep wrinkles. The formula features Bio-Collagen, to plump and regenerate skin from the inside, and an SPF12, to help prevent age spots.
Age Re-Perfect Foundation will be available in five shades in travel retail. The average domestic market price point is around €21.
Complementing the foundation, and designed to establish a new master franchise, is Age Re-Perfect Pro-Calcium Night, scheduled to launch in February 2007. It will retail domestically for around €18.
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L’Oréal will build on the success of Telescopic next year, with two new versions: Waterproof and Clean Definition |
From the age of 60 the body is less able to retain calcium, which plays an important role in the nightly self-repair process of the epidermis, according to L’Oréal.
Age Re-Perfect Pro-Calcium Night helps to counter this problem, claims the company, and delivers an anti-slackening effect, while strengthening, hydrating and toning the skin.
Still within skincare, next year L’Oréal will build on the success of its Wrinkle De-crease Collagen Filler with the launch of Collagen Filler Eye, priced domestically at €17.
It is claimed to smooth wrinkles on the surface around the eye area; fill wrinkles from within around the eye area; and plump up and diminish the appearance of dark circles.
Key to the formula are collagen biospheres, said to inflate in size up to nine times, thereby pushing out the base of the wrinkle. Results are visible from the first application, according to L’Oréal.
Within make-up, L’Oréal is poised to build on its mascara portfolio with new Telescopic introductions. Endorsed by actress Penelope Cruz, the original one-step lengthening formula has enjoyed blockbuster sales worldwide. It is available in travel retail as a single and a duo.
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The new Accords Naturels Color Riche duo for blondes |
Next year Telescopic will be expanded with two new formulas: a Waterproof and a Clean Definition version. The latter is said to deliver even more precision and separation in response to the “nude look” make-up trend. The recommended domestic market price point will be around €18.
Meanwhile, within lips, L’Oréal will refresh its best-selling Color Riche lipstick franchise next year with new shades and packaging. Thirty-four Color Riche lipsticks are sold every minute, according to the company, and the line is ranked among the top three within both the European and US lipstick markets.
The new packaging is a brushed gold colour, highlighted by a central ‘ring’ engraved with the L’Oréal signature.
The new shades, called Accords Naturels, comprise a palette of eight beige colours, each tailored to suit a different hair colour and skin tone. Three duo packs will be available exclusively within travel retail.
Each shade is endorsed by a different star, to better help consumers find their natural match. For example, Scarlett Johansson and Doutzen Kroes promote the beiges best suited for blondes; Gong Li and Michelle Yeoh the nudes best suited for fair Asian skin.
Multi-packs and sets form an intrinsic part of L’Oréal’s exclusives portfolio, known collectively as the Travel Collection. In 2007 this will be enhanced with new products, new combinations, premium packaging and colour harmony recommendations.
“We try to stay very close to our customers,” noted L’Oréal Paris Worldwide Marketing Director Jacques Berger. “We conduct many surveys and do everything we can to find out exactly what our consumers want. We also react very quickly once we have that information.”
MORE STORIES ON L’OREAL PARIS
L’Oréal Paris expands its travel retail portfolio – 29/06/06
L’Oréal Paris enhances its travel retail offer – 15/11/05
