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Marketing in Brief: Lancome Vitabolic

This article was originally published in The Rose Sheet

Executive Summary

Lancome Vitabolic: Television and print ads for the vitamin C gel-creme backed by $5 mil. budget set to break in December or January, the Cosmair division said. Still under development, the ads carry the tagline "For radiance you can C" and show model Ines Sastre in her first skin care campaign for Lancome. In stores, the company will distribute 1.5 mil. Vitabolic samples containing a seven day supply. The most recent addition to Lancome's skin treatment stable uses patent-pending Glycovecteur technology, which encapsulates L-ascorbic acid, ginkgo biloba and ginseng in glycerin to prevent the vitamin C from oxidizing before it touches skin, Lancome claims. The company is positioning the product as an alternative to alpha hydroxy acids, claiming the formula "restores a healthy, youthful-looking complexion" without irritation. Packaged in an air-tight aluminum tube to prevent oxidation, Vitabolic has a shelf life up to two years, according to the company. The product will bow in December, with a 1 oz. tube retailing for $45...



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