Estee Lauder Puts "Spotlight" On New Visual Skin Care Category
This article was originally published in The Rose Sheet
Executive Summary
Estee Lauder Spotlight Skin Tone Perfector is "the millennium's answer to fresh, luminescent skin," the company said. The first product under Estee Lauder's new visual skin category is set to launch in December.
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Estee Lauder Spotlight Skin Tone Perfector is "the millennium's answer to fresh, luminescent skin," the company said. The first product under Estee Lauder's new visual skin category is set to launch in December. Spotlight provides benefits on two levels, the firm noted. For immediate results, a patent-pending "micro-prism" technology enhances the skin's radiance with interference particles that break down light on the skin, while antioxidants normalize melanin production in the skin after using the product for four to six weeks, Lauder claims. Within two to four weeks, the appearance of marks on the skin "begins to fade," and after three to four months, skin appears luminous, the company claims. During two years of R&D, Estee Lauder developed a three-dimensional sphere technology that uses platelets to "scatter the light in a way that increases the reflection of red light and the absorption of green light," the company said. The transparent micro-prisms contain titanium dioxide and mica. A blend of antioxidants including vitamins E and C and botanicals "combat free radicals like pollution, smoke and UV light, that batter the skin on a daily basis" to provide "long-term skin-evening benefits." Mulberry, saxifrage, grape, scutellaria and licorice extracts are said to revive the skin and reduce the appearance of discolorations like sunspots and blotchiness. Company studies on the antioxidant effects show skin can experience up to a 50% reduction in discoloration. Targeting women of all ages, skin types and tones, a 1.7 oz. tube of Spotlight will retail for $30. An advertising campaign will break in mid-December with print, radio and TV spots. Starring Estee Lauder spokesmodel Elizabeth Hurley, the tagline for the campaign is: "Show off your skin." Sampling will begin in the spring with .5 oz. tubes in catalog blow-ins. An additional 250,000 samples will be on counter in March. Spotlight has only a "light moisturizing effect," thus Estee Lauder recommends the product be used in conjunction with a moisturizer. Over time, skin imperfections can reappear if use of Spotlight is terminated. |