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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Vichy: LiftActiv PRO Eyes Anti-Wrinkle Eyelid Lifting Care is developed for women 40-50 years of age who are experiencing "loss of skin firmness and noticeable wrinkles," according to L'Oréal. Formula "smoothes appearance of wrinkles, deceases the look of dark undereye circles" and results in more radiant skin and decreased puffiness, company claims. Product contains brand's Fibrocyclamide, an ingredient complex "to help improve skin's elasticity to make the contours appear firmer and eyelids appear lifted," as well as detoxifying Actifeine, company notes. Product will cost $26, and will be available in Dermo-Skincare Centers at select drugstores and specialty stores. Separately, L'Oréal notes it plans to more than triple Vichy's 160 store distribution in the northeastern U.S. to 500 stores by the end of the year. L'Oréal launched the French brand stateside in a testing phase in 2002 (1"The Rose Sheet" Nov. 4, 2002, p. 3)...

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