Sisley is adding Global Firming Serum to its lineup of problem-solving skin care items in September.
“This is the third Sisley serum we’ve launched in the past five years, with each of the three focusing on a different skin concern,” said Christine d’Ornano, international vice president of Sisley Paris. “In 2005, we introduced Daily Line Reducer to deal with deep-set wrinkles. In 2007, we launched Radiance Anti-Aging Concentrate to promote radiance and diminish age spots. Our latest product provides smoother, firmer skin.”
Historically, “firmness is the toughest nut to crack,” said Yves LeBreton, executive vice president of Sisley USA, of the long development process that went into the latest addition.
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The firming serum has five key actions, said d’Ornano. “It acts on the architecture of the face with dill extract, stimulating the synthesis of LOXL enzymes and improves the elastin quality of the skin. It restores skin bounce with tiger nut extract and padina pavonica, which provide plumping effects on the cheeks. It fights against gravity with rye extract, which stimulates mechanoreceptor synthesis and makes the dermis more resistant to gravity. It instantly lifts the skin’s surface with our new 3D Tensor complex, which forms a natural technological mesh over the skin. And it strengthens the skin’s dermal support system with a group of additional antiaging ingredients, which include willow leaf extract, einkorn wheat extract, alkekengi calyx extract and peptidic soy extract.”
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The serum will be available in about 137 specialty store doors in the U.S., including Neiman Marcus, Saks Fifth Avenue, Bloomingdale’s and Nordstrom. “We employ all of our counter representatives and train them extensively in our line,” said LeBreton. “We plan to do extensive sampling to our customers with this new product.”
A 30-ml bottle will sell for $498 in the U.S. D’Ornano is unconcerned about price resistance. “Customers will spend at this level if they see results, and we believe they will with this serum,” she said. “We don’t launch anything until we feel it is perfect — we have had years with no launches because we weren’t quite done tweaking the formula.”
And, points out LeBreton, “we rarely discontinue anything. Also, we have products at several different price points.”
National print advertising is not planned, although the product will be promoted in retailer vehicles, said LeBreton.
While d’Ornano and LeBreton declined to discuss sales projections, industry sources estimated that the new serum could do $74 million at retail globally. The brand is carried in about 80 countries worldwide.