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Marketing in Brief: Lancome

This article was originally published in The Rose Sheet

Executive Summary

Lancome: Renergie Serum "provides a feeling of instant lift to tired skin," the Cosmair division said. The serum uses Proliftine, a purified soya extract also found in Renergie Yeux, to "texturize the skin's surface," leaving it smooth and "virtually tightened," according to Lancome. On counter in November, Renergie serum is the company's second major skin care launch for the fall following Primordiale Nuit (bowing in September). The skin care serum will be supported with the Renergie umbrella ad campaign in 1998, Lancome said. Other products under the brand include Renergie Double Performance treatment cream and oil free lotion. A 1 oz. jar of the serum will cost $50, and a 1.7 oz. jar in specialty stores, such as Saks Fifth Avenue and Neiman Marcus, will retail for $75...



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