SK-II Unmasks Skin Care Offerings For Spring
This article was originally published in The Rose Sheet
Executive Summary
SK-II is extending its Signs skin care line to include several new eye care masks designed to brighten skin and reduce the appearance of lines and wrinkles, according to Procter & Gamble
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SK-II is extending its Signs skin care line to include several new eye care masks designed to brighten skin and reduce the appearance of lines and wrinkles, according to Procter & Gamble. Rolling out this month and replacing the brand's Wrinkle Mask, Signs Eye Mask contains SK-II's signature dual peptide ingredient Pitera, as well as "high levels of vitamin B3" to moisturize, the company said. The product's 100% cotton substrate mask enables a 20% deeper penetration of vitamin B3 than topical application, P&G claims. A box of 14 eye mask pairs will retail for $95 in select Saks Fifth Avenue doors. A second item, Signs Eye Mask 14-Day Treatment, which includes the mask and an eye treatment film, will cost $160 and is limited-edition for spring, the firm noted. The eye treatment film, applied after the mask, "provides immediate and lasting hydration by creating a moisture-locking film around the sensitive eye area," P&G claims. SK-II launched Signs anti-aging skin care collection last year, positioned as a line that aids skin's own energy conversion process (1 (Also see "P&G Energizes SK-II Skin Care With New Anti-Aging Formulas" - HBW Insight, 27 Jun, 2005.), p. 3). Also debuting this month is SK-II Whitening Source Intensive Mask ($85 for six masks), a product designed to give skin a "clear and translucent glow," the company noted. In May, a pack of 10 masks will be available for $135. The item will replace the brand's Whitening Mask. The formula contains Pitera, in addition to vitamin C derivative and vitamin B3 to hydrate, allantoin, linseed extract and orange extract, the firm said. Similar to the strategy for the eye mask launch, SK-II will offer a concentrated treatment regimen for a limited time. Whitening Source Intensive Mask 21-Day Treatment, featuring a concentrated blend of Pitera, will cost $250. P&G brought SK-II, previously marketed only in Asia and the UK, to the U.S. in 2004 in limited distribution (2 (Also see "P&G’s SK-II Prestige Skin Care Line Lands Stateside" - HBW Insight, 26 Jan, 2004.), p. 8). According to P&G, sales of the brand are up 33% fiscal year to date. - Brooke McManus |