US. US beauty group Estée Lauder is relaunching its iconic Idealist Pore Minimizing Skin Refinisher with a new formulation that is set to hit travel retail shelves in October 2007.
Aimed at women with rough, dull and dry skin, the new hi-tech product comes in 30ml, 50ml and 100ml versions – the latter a travel retail exclusive.
The serum aims to achieve smooth, poreless skin, identified by the company as a key concern among women of all ages.
“In terms of age, Idealist targets a need more than a particular age group,” said Lise Jorgensen, Vice President, Global Skincare Product Development for the Estée Lauder brand, though women aged from around 20 to 50 are deemed to be the core market.
The aquamarine-coloured bottle has been redesigned to mimic the shape of the brand’s best-selling hero product, Advanced Night Repair. Jorgensen described the new-look bottle as “gem-like”.
The original Idealist skin refinisher (or serum) was launched in 2000 and has become one of the company’s key products, alongside the two other items in the Idealist range, Micro Deep dermabrasion and Eye Repair.
Travel retail prices in the UK are £28.90 for the 30ml size, £39.95 for 50ml and £58.90 for 100ml.
Advertising visuals
The print advertisement for Idealist Pore Minimizing Skin Refinisher features Estée Lauder’s newly hired supermodel face, Hilary Rhoda, for the first time in a skincare campaign.
New counter-top presentation
In other major news, the Estée Lauder brand has introduced a new counter-top presentation for its skincare range.
Called Beautiful Skin Solutions, the white- and gold-coloured heavily branded merchandising stand aims to help consumers choose their own skin regimen.
The system was introduced after consumer research had highlighted the fact that women are finding it increasingly difficult to select the right skincare regimen because of the variety of products on offer, explained Jorgensen.
Together with an explanatory pamphlet, the new presentation highlights the five main skincare concerns and displays the products that aim to solve the problems.
“Every Night” showcases three items, including the brand’s hero product, Advanced Night Repair, while “Dry and Dull” presents two products to fit that need, including Idealist Pore Minimizing Skin Refinisher.
Other concerns are headlined “Prevent” (displays two prevention products), “Wrinkles” (two wrinkle-minimising products) and “More Lifted” (two lifting items).
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