As revealed earlier via The Moodie Report Twitter feed, Coty Prestige today unveiled a new skin care collection from Lancaster, called Total Age Correction. The line will begin its domestic roll-out, starting with Europe, in January 2014. The reveal took place at the ultra-exclusive Hotel Cap Estel, just outside Monaco, the birthplace of the brand.
As its name suggests, Total Age Correction is a multi-functional, all-in-one line that targets the key signs of ageing. Such products now account for 25-30% of the total anti-ageing market, according to the brand. The collection features three of Lancaster’s key technologies/ingredients: Retinol, DNA repair and Infrared protection. “Total Age Protection is for women who want it all,” declared Lancaster International Vice President Marketing Sophie Martin-Teillard, at the launch event.
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Total Age Correction, unveiled today in Monaco, will be launched in January 2014 |
Olivier Doucet, Coty Vice President Research & Development, explained how complex the field of anti-ageing is, with its multiple and overlapping theories. “What we do know for sure is that 20% of ageing is intrinsic (genes, chronology, DNA); and 80% extrinsic (pollution, stress, smoking, free radicals, UV exposure),” he noted. “Happily, up to middle age, [by using the right products] it’s not too late to make a difference to your skin.”
Professor Antony Young, of King’s College, London, explained in detail the role of DNA damage, and the importance of maintaining DNA integrity; while Professor Gerard Friedlander, of Necker and Georges Pompidou Hospitals, and Director of INSERM Research Center, Paris, clarified the role of Retinol – “still the gold standard” – in terms of reversing the signs of skin ageing. Lastly, dermatology expert Professor Jürgen Lademann explained the importance of protecting against infrared radiation, in addition to UVA and UVB.
Total Age Correction contains three cutting-edge technologies to accommodate all these elements, Lancaster maintains. Consequently, with regular use the skin’s dermal fibres become stronger and denser; the complexion brightens; radiance increases; wrinkles are less visible; and skin becomes firmer.
Total Age Correction comprises five skus: a Day Cream SPF15, a Rich Cream SPF15, a Night Cream, an Eye Cream SPF15 and a Color Correcting (CC) Cream SPF15. The key target market is woman aged 40 and over.
The adverting campaign builds on Lancaster’s “˜Dare to Tan’ and “˜Dare to Laugh’ slogans, with a new “˜Dare your Age’ strapline, to accompany an image shot by Jan Welters, which aims to highlight the multiple facets of the modern woman, whose skin in glowing with youth, regardless of her age.
– Look out for the in-depth feature, including interviews with Sophie Martin-Teillard and Olivier Doucet, coming soon on The Moodie Report.com,/i>
