02.14.03
Although L'Oreal's Lancme has yet to advertise it, word is already out about one of its newest products. Hundreds of women have purportedly rushed to department stores to put their names on lists, and are waiting for the first shipments of Resolution D-Contraxol, which will arrive in stores by March. This wrinkling-fighting cream that claims to have found a technology that will reduce the number, depth and size of deep creases and fine lines in the face. Executives said Resolution will be a key part of Lancme's strategy this spring as it looks to the new skin care product and the unit's first-ever line of hair care products, Hair Sensations, to stir excitement about the brand.
With slipping fragrance sales in the U.S., cosmetics companies have started to look elsewhere for products that will coax consumers to department store counters. There may be no better category to do that than anti-aging creams and serums. With an aging population, the category has been growing steadily over the past five years. Also, those who buy anti-aging products appear willing to pony up the cash. In fact, consumers often look for a premium-priced product, hoping it will provide greater benefits for the skin.
So far, niche brands have been influencing the anti-aging category, according to Timra Carlson, president of NPD Beauty, Port Washington, NY. "Niche brands are forcing major brands to uncover cutting-edge technology, most of which hones in on anti-aging benefits," Carlson said. "As we look ahead to 2003, we expect that new, innovative, higher-priced items will continue to drive the market, increasing dollar sales, and diminishing unit sales."
Anti-aging products are an important category for cosmetics companies because the products are often more profitable than other categories, said Suzanne Grayson, president of Grayson Associates, San Juan Capistrano, CA. And word of mouth is very important. Consumers also want to hear about the research that has gone into developing the product.
In Resolution's case, the story of its development spans a decade, and the resulting formula is backed by 11 patents. Lancme believes Resolution provides consumers with the next generation of wrinkle-fighting technology, because the cream penetrates the skin to get at the cause of the creases--decreased collagen and elastin production and protein destroyer elastase. Resolution's ingredients are said to help prevent the skin from staying contracted when the face flexes. The cream also contains special fibers that act as a moisture barrier on the skin's surface to hydrate the skin and fill-in wrinkles as the user waits the four weeks the company says it takes to see the full results of the product.
Resolution, which will retail for $68 for a 1.7-oz. jar, will be available in two formulations: one for normal-to-dry skin and one for normal-to- combination skin.
With slipping fragrance sales in the U.S., cosmetics companies have started to look elsewhere for products that will coax consumers to department store counters. There may be no better category to do that than anti-aging creams and serums. With an aging population, the category has been growing steadily over the past five years. Also, those who buy anti-aging products appear willing to pony up the cash. In fact, consumers often look for a premium-priced product, hoping it will provide greater benefits for the skin.
So far, niche brands have been influencing the anti-aging category, according to Timra Carlson, president of NPD Beauty, Port Washington, NY. "Niche brands are forcing major brands to uncover cutting-edge technology, most of which hones in on anti-aging benefits," Carlson said. "As we look ahead to 2003, we expect that new, innovative, higher-priced items will continue to drive the market, increasing dollar sales, and diminishing unit sales."
Anti-aging products are an important category for cosmetics companies because the products are often more profitable than other categories, said Suzanne Grayson, president of Grayson Associates, San Juan Capistrano, CA. And word of mouth is very important. Consumers also want to hear about the research that has gone into developing the product.
In Resolution's case, the story of its development spans a decade, and the resulting formula is backed by 11 patents. Lancme believes Resolution provides consumers with the next generation of wrinkle-fighting technology, because the cream penetrates the skin to get at the cause of the creases--decreased collagen and elastin production and protein destroyer elastase. Resolution's ingredients are said to help prevent the skin from staying contracted when the face flexes. The cream also contains special fibers that act as a moisture barrier on the skin's surface to hydrate the skin and fill-in wrinkles as the user waits the four weeks the company says it takes to see the full results of the product.
Resolution, which will retail for $68 for a 1.7-oz. jar, will be available in two formulations: one for normal-to-dry skin and one for normal-to- combination skin.