FRANCE. Lancaster is aiming to shake up the suncare market this spring with the launch of a new, premium, anti-ageing line called Precious Sun.
The four-sku range will be launched into travel retail in Europe from March. Each item will retail domestically at €80.
In addition, the company has overhauled its existing sun protection range, and revamped its sun make-up. The Divine Bronze collection will also be available from March.
Precious Sun Global Protection Cellular Support is a range of products designed specifically for use on the face.
There are three SPF versions: 8, 15 and 30, all of which incorporate photo-stable, broad spectrum UVA/UVB filters which, together with Filter pearls – a Lancaster exclusive – are said to block UV rays at the skin’s surface, before they get the chance to “filter down” and cause damage.
Extra defence is present in the form of Lancaster’s patented anti-oxidant RPF Complex, which helps neutralise the free radicals generated by UV exposure, to further limit sun-induced premature cell ageing.
Lastly, a Dermal Fiber Protector prevents UV-induced degradation of collagen fibres.
In addition to this three-pronged defence, Precious Sun also offers a repair mechanism, thanks to Lancaster’s DNA Complex, first used in its 365 Cellular Elixir treatment.
This is said to help protect and repair the natural skin DNA process, at a cellular level, using a powerful combination of new-generation enzymes.
The Lancaster “signature tan” has not been sacrificed at the altar of safety. Precious Sun contains a patent-pending Tan Activator Complex which is said to stimulate melanin synthesis, thereby boosting the natural tanning process and producing a faster, deeper, even tan.
Each Precious Sun product is available in a different texture. The SPF 8 is a refreshing gel formulation, and is suitable for those who are already tanned, or for low sun intensities.
The SPF 15 is a lotion formulation, for medium complexions, or higher sun intensities. The SPF 30 is a cream designed for fair, sensitive skin, and for strong sun intensities.
The protection products are complemented by a Resourcing After Sun product, which can also be used as a mask.
In line with its premium price positioning, the Precious Sun roll-out will be exclusive and tightly targeted.
“On a worldwide basis, it will go into about 3,000 [doors] out of a universe of 10,000 – so about a third,” explained Senior Vice President Marketing Catherine Walsh at the Seychelles launch event in December.
Within travel retail, Precious Sun will enter key airport doors where the passenger profile corresponds with its price point. Where appropriate, it will be carried with the existing Lancaster suncare range, and also on a permanent basis in a skincare environment.
Expectations for the new products are high. In total, Lancaster expects Precious Sun to do 10-15% of its overall suncare sales in year one.
– The full interview with Catherine Walsh – and more details on Precious Sun and Divine Bronze – will be published shortly on The Moodie Report.com
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