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Marketing in Brief: Estee Lauder Re-Nutriv

This article was originally published in The Rose Sheet

Executive Summary

Estee Lauder Re-Nutriv: Intensive Lifting Creme is the "next best thing to a facelift...simultaneously boosting skin's natural levels of collagen, elastin and hyaluronic acid," Estee Lauder said. The company added that within eight weeks of treatment, skin's moisture improves up to 38%, firmness improves up to 33% and fine lines and wrinkles improve up to 57%. The cream contains "a rare, restorative enzyme," the alpha hydroxy acid cystamine bis lactamide, vitamins E and C and grapeseed oil. The product joins the existing Re-Nutriv line, which includes two cleansers, a toner, as well as a number of cremes and body moisturizers. A 1.7 oz. Intensive Lifting cream is packaged in a platinum-colored jar with a golden lid and gold-colored text, and will retail for $150 at Saks Fifth Avenue, Neiman Marcus, Nordstrom, Bergdorf Goodman, Estee Lauder's Las Vegas free-standing store, and Holt Renfrew in Canada...
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