MONACO. Prestige skincare/suncare specialist Lancaster recently invited media and key retailers to its birthplace of Monaco to rediscover the brand’s heritage.
The Moodie Davitt Report Brands Director Hannah Tan-Gillies was on location for the two-day event (22-23 April), where VIP guests got the chance to look behind the curtain and visit Lancaster’s Research & Development facility alongside its production plant in the heart of Monaco.
The event was attended by the key executives and the top scientific minds of the Lancaster brand, including Global Brand Director Victoria Engel; Senior Director of Scientific Communication Dr Florence Nadal; and Senior Vice President of Skin Care Research and Innovation Dr Olivier Doucet.
Born in Monaco
Lancaster was founded in Monaco in 1946 by biochemist Dr Eugene Frezzati and has built a reputation as a pioneer in regenerative skin, skin repair and protection. The brand boasts a rich Monégasque heritage, with its Ligne Princière collection named the official skincare brand of Princess Grace of Monaco.
Frezzati was driven by two major discoveries. The first is that when stimulated, skin has the natural ability to self-repair. The second is that effective protection is part of the skin’s repair process. These discoveries still inform Lancaster’s ‘Repair & Protect’ ethos today, reflected by its growing skincare and suncare portfolio.
Key Lancaster discoveries over the years include the use of cellular extracts to restore cell function. The brand also pioneered UV skin protection in the 1970s and was the first to use and patent remodelling retinol, revitalising oxygen and repairing skin enzymes.
Sun and skin
While Lancaster started as a skincare brand, over the years it has become more well-known for its powerful suncare portfolio, becoming the number one prestige suncare brand in Europe, (source: Circana Group Beauty Trends 2023). This can be attributed to the power of its Full Light Technology, which targets 100% of the sun spectrum.
Since the arrival of Coty CEO Sue Y. Nabi and in line with the beauty company’s wider expansion into the skincare category, Lancaster has shifted focus once again to skincare. This was kickstarted with the launch of the Lancaster 365 Skin Repair Youth Renewal Serum in 2022 and the revival of Ligne Princière, relaunched as a China exclusive in 2023. It will be available in global travel retail from September.
Lancaster Global Brand Director Victoria Engel commented: “For travel retail, we have an exciting animation plan to highlight both sun and skin. Suncare is usually seasonal, but over the next 12 months we are proposing year-round animations so we can promote the brand not just seasonally but all year round. The key messaging will focus on our Full Light Technology but also that we are the number one sun protection brand in the premium market in Europe.
“In Europe, our main countries carry suncare but some of them already have both sun and skin,” she adds. “In these markets, we are leveraging the strength and awareness of our suncare business to highlight our expertise in skincare. Our skincare lines offer solutions to sun damage so the two businesses can work in synergy.”
She added: “Ligne Princière will only be offered in key doors where we have Beauty Advisors who can really immerse shoppers into the history and heritage of the line. In China, we have the range in Shanghai, Beijing, Hainan, Hangzhou and in Tmall and the Chinese consumer has really embraced it.”
Listen to the podcast to learn about Lancaster’s heritage and the evolution of its suncare offerings
A photoaging pioneer
According to Lancaster, sun exposure is responsible for 80% of the signs of visible ageing. Lancaster believes that photoaging will only worsen as the climate crisis continues.
To counter the negative effects of photoaging – which include uneven skin tones and textures, enlarged pores deep wrinkles and skin laxity – Lancaster has developed a skincare and suncare portfolio that repairs, rebuilds and reverses the signs of photoaging while simultaneously protecting the skin.
Lancaster’s photoprotection offer comprises its Sun Beauty, Sun Perfect and Infinite Bronze lines, while its skincare offer features the 365 Skin Repair and Ligne Princière lines.
Its newest launch, the Lancaster Protecting Body Milk SPF 50 Limited Edition, features the beauty brand’s most sustainable packaging to date and comes in a tube that uses 54% less material than its traditional counterpart.
Strong Monégasque roots
Today, Lancaster has made significant investments into showcasing its ‘Repair and Protect’ ethos, particularly in its home principality of Monaco. The brand was the official UV protection partner of the Rolex Monte-Carlo Tennis Masters competition and of Monte-Carlo Bay Beach, as well as the Les Thermes Marin spa.
As reported, Lancaster is supporting the Prince Albert II of Monaco Foundation in its efforts to protect the Mediterranean Sea.
Lancaster Senior Vice President R&D Skin Research Dr Olivier Doucet remarked: “As a brand founded in Monaco in 1946, we’re honoured to partner with the Prince Albert II of Monaco Foundation.
“This collaboration goes beyond sunscreen; it’s about supporting crucial environmental initiatives. Together, we aim to raise awareness and support the foundation’s work to preserve the environment in the Mediterranean Basin. This partnership is a significant first step for Lancaster in our journey to reduce our environmental impact.”
Engel added: “We have invested in many marketing initiatives in Monaco. Through these initiatives, we can showcase our Monaco heritage and the fact that we are born in Monaco and are still produced in Monaco to this day, which is very rare for a beauty brand of our scale. By bringing you here, we can share our heritage, history and our know-how.”
To underline Lancaster’s links to the royal family of Monaco, VIP guests enjoyed a private tour of the Prince’s Palace in Monaco, followed by a dinner at Café de Paris.
The skinification of suncare
In Asia, Lancaster is shining the light on its Sun Perfect line, which offers more protection, while key European, Caribbean and Latin American markets are focused on Tan Max products.
Engel explained: “Sun Perfect is particularly popular with Asian consumers, especially in city destinations because it combines maximum sun protection with skincare benefits, such as the prevention of dark spots and wrinkles, falling in line with the Coty’s wider ‘skinification’ strategy.”
Skinification refers to the addition of skincare benefits to colour cosmetics, haircare and now with Lancaster Sun Perfect, suncare products.
“We are really pushing this skinification of our suncare business because more and more consumers are demanding it, blurring the lines between the different categories in the Coty portfolio,” Engel added.
A major push into Asia
The main markets for Lancaster are Europe and China but instead of expanding into new geographies, the brand has taken a different, more tailored approach. Engel said: “Our priority is to gain market share in Europe to be present with suncare in countries we were not before. It is a step by step process.
“We are taking the same approach in China where we only have ten doors but are growing. For example, we have recently opened a counter in the Global Beauty Plaza at the cdf Mall, with a complementary VIP facial cabine on the third floor.
“After China, our next goal is to expand in Asia Pacific, particularly in travel retail. For me, being present in all the major travel destinations in Asia Pacific is key to the development of the brand and Hainan is one of them.”
Looking ahead, Engel concluded: “From now until the next year we are planning to be present in 100 doors in Asia. We are primarily targeting sunny holiday destinations such as Indonesia, Macao, Hong Kong and Thailand. We are looking to expand into countries where we already have good brand awareness.”
Coty has invested significantly into growing the Lancaster brand and building and expanding its skincare portfolio. With a strong Monégasque heritage, an exciting pipeline of animations, events and launches, it’s clear that the future for the suncare and skincare brand is bright indeed. ✈
