FRANCE. Lancaster’s renaissance programme, which incorporated a comprehensive overhaul of the brand’s product portfolio and image, is virtually complete, according to Lancaster Group Travel Retail marketing manager Markus Stauss.
“In the past there was not enough coherence,” he told The Moodie Report. “Now we have remedied that.” Key to this new positioning is the re-focus on Monaco as the birthplace of the brand, as emphasised by the updated logo and advertising strap-line: “The secret to Mediterranean beauty”.
Spearheading Lancaster’s skincare revival is 365 Cellular Elixir (The Moodie Report.com, 18 June 2003), an advanced anti-ageing treatment that is claimed to protect and support the skin’s natural DNA repair process – a first for a cosmetics formula, according to the brand. This will be joined by a new cleansing line, set to launch in January, which will be colour-coded according to skin type. And in February, a new moisturiser, called Revolcanic, will be unveiled.
Lancaster – the number one brand within Europe for sun products, according to Stauss – will also introduce a new self-tanning line in early 2004. “We have improved the texture, the formulation and the technology,” said Stauss, “so that the colour develops faster and lasts a lot longer.”
Within fragrances, from February the Lancaster Group will roll out Still Jennifer Lopez (The Moodie Report.com, 17 August 2003) into European markets. The second scent from the singer/actress/superstar made its debut in the US this autumn. “So far it’s doing even better than Glow by JLo,” commented Stauss. “It was +20% in September. The target customer is slightly older, and the price point slightly higher, so there’s been no cannibalisation.”
The group is also finalising the roll-outs of Jil Sander Pure, Davidoff Echo, Joop! Muse and Kenneth Cole Black. A selection of new summer scents and a new fragrance from Nikos are among the principal projects for next year.
“We are tailoring our portfolio to the various regions,” explained Stauss. “Historically, our key strength has been within Europe, but certain brands have helped us turn the US into a big focus.”
Specifically within travel retail, the group has updated its exclusives, highlighting the gift proposition. The new sets carry product descriptions on the front – for example, Lancaster Sun Protective Set + Free After Sun Moisturizing Lotion – and a visual on the back. Both sides carry the tag-line: “Exclusively for Travel Retail”.
