Avon Retinol Technology Debuts In Lip Delux Anti-Aging Lipsticks
This article was originally published in The Rose Sheet
Executive Summary
Avon will launch beComing Lip Delux Smoothing Retinol Lipcolor in July as the first lipstick on the market to contain active retinol in its formula. The ingredient helps reverse signs of aging in the lip area and restore a healthy, rosy appearance, the firm said
|
Avon will launch beComing Lip Delux Smoothing Retinol Lipcolor in July as the first lipstick on the market to contain active retinol in its formula. The ingredient helps reverse signs of aging in the lip area and restore a healthy, rosy appearance, the firm said. The lipstick collection is formulated with Avon's exclusive Retinoxy Smoothing Complex, a technology currently used in the direct-seller's Anew Line Eliminator Neo-Retinol Line Plumper. The launch of Lip Delux marks the first time Avon has used the complex in cosmetics or beComing products. The first-to-market technology delivers stable retinol to the lips when bio-activated by the moisture on the mouth, Avon claims. The formula reduces the depth and width of lip lines through gentle exfoliation and intense moisturization, Avon noted. The lipstick also is said to revitalize dull, chapped lips, and restore their natural color. The lipstick also includes a Multi-Moisturizing Complex comprising time-released glycerin, kokum and shea butters to heal chapped skin, avoid drying and prevent wrinkles, the firm said. The moisturizing complex reduces the degeneration of skin cells, restores skin flexibility and moisturizes for 24 hours, even after the lipstick is removed, Avon claims. Lip Delux increases the moisture level of the lips by 197% upon application, and up to 270% after four hours, the firm added. The anti-aging positioning of Lip Delux is expected to draw a slightly older consumer, although its SPF and moisturizing benefits "make it appropriate for a younger consumer as well," Avon said. Lip Delux lipsticks will be available in 10 shades divided into pearl and cream formulations. Pearl colors include Rhythm (warm coffee), Delight (golden pink) and Wish (peachy nude), while cream lipsticks will be available in shades such as Suede (neutral brown), Fresh (cool coral) and Bloom (rosy pink). The lipsticks are housed in round, silver tubes and will retail for $12. Avon will promote Lip Delux by featuring the product in the opening spread of the beComing catalog at launch. BeComing catalogs do not spotlight products on the front cover, the firm added. Avon began marketing beComing through catalogs rather than through retail outlets in May (1 (Also see "Avon BeComing First-Year Direct Sales Targeted At $20 Mil.-$30 Mil." - HBW Insight, 10 Feb, 2003.), p. 6). |