UK. Estée Lauder will introduce a key new anti-ageing treatment, Future Perfect Anti-Wrinkle Radiance Creme SPF15, in September. It works by compensating for a person’s genetic predisposition to premature ageing, according to the company.
The moisturiser uses cutting-edge “Cell Vector” technology to provide the skin with anti-ageing ingredients where they are most needed, for maximum benefits in the shortest possible space of time.
Importantly, it is multi-functional, combining moisturising, protecting and repair properties in one single product. This is in direct response to consumer requests for a streamlined, less complicated regime.
“This is not just another creme in just another jar,” declared Estée Lauder Vice President Global Research and Development Dr Daniel Maes, at the UK unveiling in London.
“To create this new product, we have studied genes; the genetic profile”¦Basically, genes control the cell “clock” and determine how quickly or slowly we age. We have always separated the ageing process into two distinct categories: chronological ageing, about which there is nothing we can do, and environmental or premature ageing, which we can help to prevent”¦But there is also a genetic background in environmental ageing”¦and that is what interests us here.”
He stressed: “We cannot change genes; we cannot eliminate genetic errors. In fact we don’t want to, as we have no idea of the long-term consequences of this. But Future Perfect can compensate for the consequences of inherent genetic deficiencies”¦by focusing activity in very specific [cell] locations thanks to its five different cell vectors.”
These variously increase the skin’s anti-oxidant concentration; boost natural collagen production; deliver certain energising molecules to skin; and stimulate lipid production.
It is their specificity which is key. “Future Perfect is our most precise product yet,” confirmed Maes. “And as it moisturises, protects and repairs, it combines three different technologies. It is the first time that Estée Lauder has created something for those consumers who want fast benefits from one single product. It represents a major departure for us.”
That departure could be viewed as a risk, as Maes freely acknowledged. If customers who previously used, say, DayWear Plus for its protective properties, Perfectionist for repair and Hydra Complete for moisturisation suddenly switch to Future Perfect, there would be serious cannibalisation issues. But Maes is confident that the new launch will instead provide an “additional niche” which will stimulate incremental sales.
“Future Perfect builds on our previous equity; it is a natural extension of what we have already done, we have just found a better, faster way to deliver it,” he explained. “Better, faster benefits, without irritation – that’s what consumers everywhere care about. Today they judge a product within the first two to four weeks of use.”
Given its multiple benefits, the key target market for Future Perfect ranges from 25 to 40 year-olds. It will be available in two formulations: one for dry skins, and one for normal/combination. The 50ml version will retail domestically at €57; the 30ml for €39. A refreshing lotion formulation for normal/combination skins will be added in spring 2005.
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