UK. Estée Lauder has extended its luxury skincare line, Re-Nutriv, with a new “gold” segment product, Re-Nutriv Revitalizing Comfort Crème.
The existing Re-Nutriv Replenishing Crème will gradually be phased out.
The new product is said to deliver intense hydration and nourishment, with the added bonus (as its name suggests) of revitalization.
Inspired by an unlikely source – the mattress and pillow industry – the formula includes a polymer that gives skin a feeling of “bounce” and delivers unparalleled comfort with the added benefit of gentle support, according to Lauder.
The polymer is dual-purpose; it also creates a moisture mask on the skin’s surface to ensure long-lasting moisturisation.
Other active ingredients include wolfberry, reishi mushroom and ginseng extracts – all reportedly anti-ageing ingredients that have been used in Chinese herbal tonics for thousands of years.
In line with its top-end positioning, Re-Nutriv Revitalizing Comfort Crème is presented in a matte- gold-coloured 50ml pot, with matching brushed gold outer packaging.
The launch is being supported with extensive in-store activity including merchandising, printed materials and sampling.
In other skincare news, Estée Lauder has extended its Future Perfect range (The Moodie Report.com, 30 June 2004) with a new lotion variant.
Future Perfect Anti-Wrinkle Radiance Lotion SPF15 is on-counter now in travel retail worldwide. It has been designed to meet the needs of normal/combination skin.
Meanwhile, on the fragrance front, Estée Lauder will launch its limited-edition Summer Waters Refreshing Fragrance Sprays (above) into travel retail next month.
The collection comprises lighter concentrations of the company’s Pleasures, Beautiful and Beyond Paradise women’s fragrances, presented in fun, innovative packaging.
The Fragrance Sprays are described as new and unique blends of mineral-rich spring and seawater to help soothe, pamper and rejuvenate skin. The formulas, and the sizes (75ml for Beautiful, 100ml for Beyond Paradise and Pleasures) are designed to encourage lavish, all-over body application.
Each scent is presented in a cylindrical, vinyl, gel-filled zipped bag, in colour-coded shades: lavender for Beyond Paradise (above), coral for Pleasures and pink for Beautiful.
They are described as the ideal size to carry a day’s worth of beach essentials, such as sunscreen, mirror, sunglasses and a drink.
The launch will be supported with extensive in-store and PR activity. The objectives are three-fold: to compete effectively within the summer fragrance segment; to support the brand’s core fragrances and continue to build momentum behind the Beyond Paradise masterbrand; and to encourage impulse purchases.
MORE STORIES ON THE ESTEE LAUDER COMPANIES
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Paradise gets more fragrant as Estée Lauder creates new ancillaries – 16/02/05
