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Marketing in Brief: L'Oreal

This article was originally published in The Rose Sheet

Executive Summary

L'Oreal: Plentitude Revitalift Eye anti-wrinkle and firming cream is formulated with the firm's exclusive peptide Par Elastyl and pro retinol A to "firm, tone and improve skin's resiliency around the eye area," the company said. The cream also employs a hydrating protein complex of pro vitamin B5, glycerin and soy protein to "reduce fine lines and wrinkles," the Cosmair division added. Soy protein also combats puffiness, while shorea oil provides "essential" fatty acids to "prevent water loss and provide barrier lipids," L'Oreal said. Revitalift Eye is a follow-up to the Revitalift anti-wrinkle and firming cream for the face and neck, which launched in October ("The Rose Sheet" July 17, 1995, Marketing In Brief). The eye cream will be supported under the $9 mil. Revitalift ad umbrella, with print and TV ads breaking in conjunction with the September launch. A 5 oz. jar of Revitalift Eye will sell for $12.99...
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