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Bullish about Lancaster: Coty Prestige executives Bernard Potier (top) and Rusty Wright |
GERMANY. Coty-owned German beauty brand Lancaster is set to launch its hi-tech anti-ageing skincare line Differently into travel retail this autumn. The face of the new range, targeted at women aged over 50, is Hollywood actress Kim Basinger.
“This a very, very important product launch for us,” Vice-President Prestige Cosmetics Bernard Potier told The Moodie Report during the launch event in Lisbon. “We are putting big resources behind it.”
These big resources will include a “massive media campaign” comprising magazine and billboard advertising. “We have a medium- to long-term vision for this line – it is not a one shot,” he said. “We are taking a three-year view, and each year we will launch a new programme [for the Differently product range].”
The launch will contain an interactive element in the form of a specially produced website that will go live from mid September. It will have forum/chat areas enabling women to interact with each other.
The new range is part of the repositioning of the Lancaster brand as an expert in anti-ageing as well as suncare. “The platform has been ready for over two years. Now sales will go up like a rocket, and nothing will stop us,” enthused Potier.
Speaking about the travel retail strategy, Coty Prestige Worldwide Marketing Director – Travel Retail and Latin America Export Rusty Wright said the Lancaster brand was looking at establishing between ten and 15 flagship doors in Europe featuring “beauty advisors for every door”.
Sampling, gwps, HPPs and SPPs will all be stepped up. “We will expand the merchandising and display in-store and we will have promotions,” he said. “We will make sure newness is given adequate space and we will tell the story of Kim Basinger and Differently in our image-building.
“We will increase our airport advertising past security, close to the shops,” he added.
Wright has seen single-digit growth in sales of Lancaster products this year, with a low double-digit upswing expected for next year as the investment boost kicks in.
Lancaster does it Differently
Inspired by nutri- and dermo-cosmetics, Differently Nutri-Dermo Skin is said to combine cosmetic excellence with technologies inspired by proven best practices in nutrition and dermatology to make skin youthful looking.
The six-product line (also see the slideshow below) is designed to tackle skin issues including loss of density and bounce, radiance and tone. It is said to build on Lancaster’s “got-there-first” breakthroughs in anti-ageing skincare Retinol, skin DNA protection and DNA repair support and antioxidant Radical Protection Factor complex.
In what is described as a product first, the patent-pending Skin Complement Nutrifying Complex, based on oral supplement know-how, is claimed to recharge skin cell activity, rebalance deficiencies and help skin recover youthful and healthy radiance.
The complex also contains vitamins A, C, E, B for softness and elasticity, collagen stimulation, antioxidant properties and cell regeneration in addition to trace elements calcium, magnesium, selenium and iron which play an important role in cell metabolism.
Additional ingredients include fatty acids Omega 3 and 6 which participate in anti-age skin cell protection and metabolism.
Skin Volume Redensifying Complex, inspired by cosmetic filler know-how, is said to be the first to combine patent-pending micro-encapsulated hyaluronic acid with a deep-action collagen stimulator to restore substance and bounce, especially to slack areas, chin and hollows.
Collagen-stimulating peptide, a derivative of yeast fermentation technology, regulates collagen fibre synthesis, stimulating production at source for a direct positive effect on the skin.
Anti-oxidant RPF complex is used as a result of Lancaster’s expertise in suncare and can measure the impact of free radicals on the skin. The natural combination of plant and fruit extracts mimics the skin’s own multi-defense system to neutralise over 80% of free radicals responsible for premature ageing.
The collection comprises: Differently Day Cream (50ml) priced at about €95 in travel retail, Differently Night Cream (50ml) €95, Differently Rich Day Cream (50ml) €95, Differently Eye Cream (15ml) €65, Differently Energy Flash Skincare Brush (15ml) €60 and Differently Lip Plump Care (4ml) €30.
The Energy Flash Skincare Brush is described as a handy, click-and-stroke product delivering instant comfort, freshness and radiance for when you’re on the go.
In addition, an intense anti-dark spot serum can be used with both the morning and night creams for a smooth, even complexion.
The range is introduced in European travel retail stores in October 2007.
Kim Basinger – the new face
Lancaster said it chose Kim Basinger for her radiant beauty, her feminine sensuality and charismatic personality.
A mother and an environmentalist, the Oscar-winning American actress is said to epitomise the Differently brand philosophy of “Add life to age, not age to life” and incarnate its core values of excellence and closeness to real women.
The photo shoot for the advertising visuals took place in the glamorous location of Malibu Beach, California using a camera wielded by famous fashion photographer Mikael Jansson.
MORE STORIES ON LANCASTER
Coty Prestige reveals deal with Kim Basinger – 04/05/07
Coty shines on with Lancaster Infinite Bronze make-up and new sun protection products – 24/02/07
60 years young: Lancaster celebrates anniversary with a new flagship anti-ageing range – 20/06/06
Lancaster takes sun protection further with new SunSlim collection – 14/03/06
