Aveeno is hopping on the anti-aging bandwagon next year with the launch of Positively Ageless, a line of products using the active benefits of shiitake mushrooms, which are said to enhance the skin’s vitality and slow the aging process.
“This is our entry into anti-aging, and the new line will bring another active natural, [shiitake] mushrooms, to the Aveeno portfolio,” said Cathy Grayson-Roper, Aveeno’s product director. “This line is clinically proven to deliver healthy and younger-looking skin. There’s a long history and folklore associated with shiitake mushrooms. In ancient times, they were recognized for their ability to make the skin firmer, smoother and reduce fine lines and wrinkles.”
Since Aveeno entered the facial care market four years ago, the company has introduced three lines offering consumers the benefits of natural ingredients like soy, oatmeal and feverfew. Positively Radiant, which uses soy, is designed to even out and tone the skin, while Ultra Calming reduces redness and irritation with the feverfew ingredient. Also made from soy, Clear Complexion was introduced to help clear up breakouts.
Aveeno executives wanted to meet consumers’ ever-growing demands for antiaging products. According to Grayson-Roper, an antiaging study Aveeno conducted this year showed that eight out of 10 women are still concerned with aging despite the many products on the market. She added that a National Marketing Institute study backed up their findings, showing that two-thirds of consumers are still looking for natural products to address their needs.
Launching in February at food, drug and mass stores, Positively Ageless will retail between $7.99 and $19.99 and include a serum, night cream, daily SPF 30 moisturizer and daily exfoliating cleanser. Aveeno developed a new complex made from a blend of shiitake and reishi mushrooms, said to promote and accelerate the skin’s cellular regeneration. Used in all four new products, the complex also is said to act as an anti-oxidant and to help block the production of harmful proteins that can cause collagen breakdown. Both the serum and night cream contain a third mushroom, Mucor miehei, which was specifically formulated to boost the Natural Shiitake Complex. This ingredient is said to adapt to your skin and optimize cellular renewal without irritating the skin.
According to Information Resources Inc., Aveeno’s skin care sales increased 20 percent to approximately $68 million, in food, drug and mass stores — excluding Wal-Mart — for the 52-week period ended Sept. 10.
Related Articles
You May Also Like
“The complex blend of mushrooms included in all products was developed to deliver anti-aging benefits and specifically designed to accelerate the skin’s renewal process. It [the complex] is also designed to adjust to the skin, giving it an optimal amount of cell renewal but doing it in way that’s less irritating than other traditional products that use AHA and retinol,” said Grayson-Roper, who added that research showed that 73 percent of women who tried the products for a four-week period said it reduced fine lines and wrinkles. “Research showed that the complex provided firmer, smoother skin and reduced fine lines and wrinkles.”
Although company executives declined to give figures, industry sources estimated the four new products would bring in between $15 million and $18 million in first-year retail sales.
According to Grayson-Roper, the company is exploring additional product opportunities in the Positively Ageless line.
Television ads and a print campaign in about a dozen beauty, fashion and lifestyle magazines will coincide with the launch. In addition, one million samples of the Positively Ageless products will be distributed early next year.