UK. As revealed on The Moodie Report.com (20 November 2003), Estée Lauder is introducing a new moisturiser to travel retail markets worldwide this month. Hydra Complete Multi-Level Moisturizer is one of the group’s key skincare introductions for 2004, and will replace Lauder’s 100% Time Release Moisture line.
“We have a very complete portfolio of products within the repair/anti-ageing category,” vice president of marketing Estée Lauder Travel Retailing worldwide Sylvie Kilduff told The Moodie Report just prior to the product’s US domestic launch late last year.
“As part of our brand renewal process, we have reappraised our portfolio of moisturisers, making sure that we are utilising the most up-to-date technology and addressing all consumer needs. Hydra Complete will strengthen our presence in the super-hydration segment.”
The product is designed to lock in moisture and help skin adjust to different levels of humidity. It achieves this by creating a so-called “biosphere” for the skin, which attracts water and re-plumps skin from the inside to restore suppleness. In short, the moisturiser creates and then maintains a state of hydration throughout the day, thanks to its patented Hydra Insulation Technology. This forms a protective barrier which insulates the skin from the harsh climatic changes of day-to-day life and keeps its moisture levels stable.
According to Kilduff, this makes Hydra Complete particularly suited to the travel retail channel. “For example, it will help skin to cope with the dry air on a plane,” she explained.
Hydra Complete will be available in two versions – one for normal/combination skin and one for dry – in cream and lotion formulations.
Spokesmodel Carolyn Murphy will feature in the print campaign, which breaks this month. The launch will be supported by extensive sampling and point-of-sale activity.
In other group news, Clinique is to extend its cleanser portfolio next month, with the launch of Foaming Mousse Cleanser. As its name suggests, this is a liquid cleanser that converts to a rich, foaming mousse when pumped into the hand – thereby combining the benefits of both a cream and foam formulation.
