10.15.10
L’Oréal Paris is launching Youth Code, a four-item antiaging line that the beauty firm said is the first range in the mass market to use gene-boosting science. The collection includes a day-night cream, a serum, a day lotion with SPF 30 and an eye cream. L’Oréal claims that after four weeks of use, the collection “significantly diminishes the signs of aging.”
Youth Code is launching to Walmart Nov. 15 and nationwide in January. Youth Code debuted in the United Kingdom in January with much fanfare and has been pitted against Boots’ No 7 Protect & Perfect Serum, a bestseller there.
GenActiv technology, the company said, is the secret to Youth Code, which has two key ingredients. There’s Biolysat (a lysate of bifidobacteria that is obtained by a fermentation process of Bifidus bacteria), which acts at the epidermis level and tells genes to act faster in the recovery process. Then there’s adenosine, a molecule that is found in skin cells that acts at the dermis level to produce collagen.
Sources predict that Youth Code could generate as much as $80 million in first-year retail sales, backed by a media spend of $50 million. The line will likely go straight up against Olay’s various franchises, most notably the high-end Pro-X range.
According to SymphonyIRI Group, a Chicago-based market research firm, L’Oréal Paris ranks second in facial antiaging, behind its closest competitor, Procter & Gamble, with 17.76 percent dollar share, versus P&G’s 38.7 percent. L’Oréal also claims the second-best-selling facial antiaging brand, L’Oréal Dermo-Expertise Advanced RevitaLift. P&G’s Olay Regenerist is the best-selling brand. Data reflects sales for the latest 52 weeks ended Sept. 5, excluding Wal-Mart.
Youth Code is launching to Walmart Nov. 15 and nationwide in January. Youth Code debuted in the United Kingdom in January with much fanfare and has been pitted against Boots’ No 7 Protect & Perfect Serum, a bestseller there.
GenActiv technology, the company said, is the secret to Youth Code, which has two key ingredients. There’s Biolysat (a lysate of bifidobacteria that is obtained by a fermentation process of Bifidus bacteria), which acts at the epidermis level and tells genes to act faster in the recovery process. Then there’s adenosine, a molecule that is found in skin cells that acts at the dermis level to produce collagen.
Sources predict that Youth Code could generate as much as $80 million in first-year retail sales, backed by a media spend of $50 million. The line will likely go straight up against Olay’s various franchises, most notably the high-end Pro-X range.
According to SymphonyIRI Group, a Chicago-based market research firm, L’Oréal Paris ranks second in facial antiaging, behind its closest competitor, Procter & Gamble, with 17.76 percent dollar share, versus P&G’s 38.7 percent. L’Oréal also claims the second-best-selling facial antiaging brand, L’Oréal Dermo-Expertise Advanced RevitaLift. P&G’s Olay Regenerist is the best-selling brand. Data reflects sales for the latest 52 weeks ended Sept. 5, excluding Wal-Mart.