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Absolue Premium βx: Lancôme’s key skincare product launch of 2006 |
FRANCE. French beauty brand Lancôme launched its new Absolue skincare range to the world’s media in the all-white environs of a television studio in Paris last week.
Set to make its travel retail debut in August in Europe, the new Absolue Premium βx skincare range is aimed at women aged over 50 and replaces the existing Absolue line. Absolue was first introduced in 2001 and has been a best-seller for many travel retailers round the globe, including Aelia.
The updated version is aimed at renovating this valuable franchise, according to Myriam Ichbiah, Lancôme’s Marketing Manager for Travel Retail Europe, Middle East & Africa. “It is our big [skincare] launch of the year,” she told The Moodie Report during the launch event.
Taking centre stage at the event in her newly appointed role as Lancôme International CEO, Odile Roujol said that one in three women in Europe, Japan and the US were over 50 years of age. Baby-boomer women of this age group also used twice the amount of skincare products as other women, she added.
Emphasising Lancôme’s 70-year experience in the skincare field, Absolue Premium βx took seven years to research. The product harnesses fresh insights into the skin ageing process, following the discovery of a new, patented molecule called Pro-Xylane which boosts the skin’s function. Thanks to the discovery of this molecule, the skin is said to become firmer and more resistant and wrinkles are visibly reduced when the product is applied.
Absolue Premium βx can be used on all skin types, including sensitive skin. Active ingredients include brown algae, soy extract, barley extract – a completely new ingredient in the Absolue range – and wild yam. The star product is a day cream called Advanced Replenishing Cream SPF 15. Also available are a night cream, an eye product and a fluid.
Absolue Premium βx retails at about +10% above the existing Absolue range. Absolue contributes some 30% of sales of Lancôme’s anti-ageing ranges, which also include Primordiale, Rénergie, High Résolution and Platineum.
Ichbiah said Lancôme is targeting a +10% increase in turnover by value with the new Absolue range.
Secret de Vie
In other major product news, Secret de Vie is the name of Lancôme’s high-end new anti-ageing product. Launched in April and packaged in a round ball presentation, the face cream retails at about €200 and is only available in 47 travel retail stores in Europe.
To emphasise its exclusivity, the product is presented to the customer on a tray. Once a decision to purchase has been made, the customer is accompanied to the cashier to pay for the item. A Hypnôse miniature is offered as a gwp.
In addition, the customer is told more about the Lancôme brand and her e-mail address is taken for further communications to be made.
MORE STORIES ON LANCOME
Lancôme’s Hypnôse makes mesmerising debut with Colours & Fragrances – 10/07/06
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Aelia unveils fresh branded beauty concept in Paris – 10/07/06
