Marketing in Brief: Lancome Vitabolic
This article was originally published in The Rose Sheet
Executive Summary
Lancome Vitabolic: Television and print ads for the vitamin C gel-creme backed by $5 mil. budget set to break in December or January, the Cosmair division said. Still under development, the ads carry the tagline "For radiance you can C" and show model Ines Sastre in her first skin care campaign for Lancome. In stores, the company will distribute 1.5 mil. Vitabolic samples containing a seven day supply. The most recent addition to Lancome's skin treatment stable uses patent-pending Glycovecteur technology, which encapsulates L-ascorbic acid, ginkgo biloba and ginseng in glycerin to prevent the vitamin C from oxidizing before it touches skin, Lancome claims. The company is positioning the product as an alternative to alpha hydroxy acids, claiming the formula "restores a healthy, youthful-looking complexion" without irritation. Packaged in an air-tight aluminum tube to prevent oxidation, Vitabolic has a shelf life up to two years, according to the company. The product will bow in December, with a 1 oz. tube retailing for $45...
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Marketing In Brief
ModiFace launches forecasting tool: Toronto-based virtual makeover firm introduces ShadeCast, a makeup sampling and forecasting tool based on behavioral tracking. ShadeCast is used in conjunction with iPhone application MakeUp, which allows consumers to virtually try on makeup in hundreds of shades from brands including Revlon, Cover Girl, Lancome and Clinique. ShadeCast offers 1,000 cosmetic shades from 40 brands and assigns a ShadeScore "to approximately position the [app's] hottest and most sampled color." ModiFace exec Nikkie Gatto likens the app to radio music playlists, helping consumers "looking to capture the current look, but also provide vital market intelligence to our retail channel partners," she says in Nov. 3 release. "The value of data to demonstrate the aggregate behavior will help the industry predict the latest trends and help cosmetic manufacturers better understand the color and products which most resonate with online and iPhone virtual makeover users," the company says