FRANCE. L’Oréal Paris is set to develop its focus on colour in 2010, with the introduction of Studio Secrets Professional, described as the brand’s first professional make-up collection. The line was presented at last month’s TFWA World Exhibition in Cannes.

L’Oréal’s new Studio Secrets Professional collection aims to help consumers create a model maquillage

Make-up artist James Kaliardos and the face of Studio Secrets Professional, Linda Evangelista, helped create the range, which aims to share with consumers five secrets to creating make-up worthy of a supermodel, from base to finishing touches.

The collection is already available domestically in the UK, which was one of five test countries. The price positioning for Studio Secrets Professional is around +10% compared with the existing L’Oréal Paris portfolio.

A key item is the Smoothing Resurfacing Primer, which is said to minimise the look of pores and fine lines for an instantly refined complexion. It can be worn alone or under make-up.

Other, more targeted complexion products are the Anti-Shine Mattifying Primer, the Anti-Redness Primer and the Anti-Dull Skin Primer.

The Smoothing High Definition Brush Foundation completes the complexion offer. The base incorporates an integral brush to help consumers apply the right amount of foundation and blend it appropriately.

Eyes are enhanced with the brand’s Eye Intensifiers, which have been developed according to the rules of “colormetry” i.e. that the natural colour of the eye is intensified when it is contrasted with a complementary colour.

The collection is completed with a range of tailor-made shades for lips; products include lip liner, lipstick and lip lacquer.

In other news, L’Oréal Paris is set to further strengthen its exclusive Travel Collection in 2010, with new sets that feature its international “star products”. Next year, the 44-strong collection will feature the brand’s new Double Extension Renewal Serum Mascara, a trio of Color Riche Anti-Ageing Serum lipsticks, a Youth Code skincare set and new Men Expert offerings.

Following the L’Oréal group’s 2008 acquisition of YSL Beauté, the latter’s Roger & Gallet brand will now be handled by the L’Oréal Paris division. “We want to develop this in travel retail,” noted Marketing Manager for Travel Retail Worldwide Jacques Berger. “It is [the division’s] sole fragrance range, and the brand is very well-known in French-speaking countries.”

Roger & Gallet offers six different fragrances, each complemented by a full line of ancillaries. In particular, L’Oréal Paris aims to capitalise on the brand’s soap heritage, by creating special multi-sets exclusively for travel retail.

Lastly, L’Oréal has created a special 1.5 metre travel-retail gondola for its The Body Shop brand, for installation inside standard travel-retail perfumery doors.

It has been designed to carry the latest new launches, such as the Nutriganics range; classic favourites; and a selection of travel retail sets.

“We are just beginning with The Body Shop in travel retail,” noted Berger, “but we believe the brand has enormous potential. It has a very loyal clientele domestically, and with this gondola we want to attract new consumers into the existing airport shops, which means incremental business for everyone.”


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