Magazine article Marketing

L'Oreal Gives Plenitude Bold Anti-Wrinkle Claim

Magazine article Marketing

L'Oreal Gives Plenitude Bold Anti-Wrinkle Claim

Article excerpt

French skincare manufacturer L'Oreal this week makes a risky brand extension on its Plenitude anti-ageing skincare range with a cream claiming to actively get rid of wrinkles.

A 3m [pounds] press and TV campaign for the new product through agency Foote Cone Belding is due to break in March. It has been given the go-ahead by the ITVA.

Active Wrinkle Control (AWC) contains a new patented ingredient, "Bio-proteinic Concentrate," which the manufacturer claims "helps smooth away fine lines and wrinkles."

A L'Oreal spokeswoman insists the brand extension does not undermine the selling proposition of the existing Plenitude range, which is supported by the caption," delays the signs of ageing".

"We never said the old cream got rid of wrinkles. Not everyone will look for anti-wrinkle properties. The other products, cleansers and moisturisers make up a broad skincare regime," says the spokeswoman. The existing cream "is a moisturiser with specific ingredients," she says.

The launch of the anti-wrinkle cream is part of an all-out assault on the number one position in the skincare market, currently held by Procter & Gamble's Oil of Ulay. …

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