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Dermalogica Ups Product Launches, Digital Programs

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Dermalogica is amping up its product releases this year.
The Unilever-owned brand, which typically sees two major launches per year, decided to adopt a non-traditional cadence to introduce new products for 2017, according to Mathew Divaris, vice president of global marketing at Dermalogica.
The brand has four launches slated for the year, with the third — Nightly Lip Treatment — hitting counters June 8. Daily Superfoliant, a $58 powder exfoliant with a “pronounced secondary benefit” of containing pollution fighting properties, came out Jan. 3 and Stress Positive Eye Lift, a $65 eye treatment designed to reduce the appearance of pigmentation (dark circles), bowed April 6. While vague about the fourth product that will come to market in the fall, Divaris said it’s a type of cleanser “built on the legacy of an existing product that was the first to change the way people thought about cleansing their skin.”
Dermalogica has also for the first time integrated specific digital and in-store tie-ins tailored to each product introduction. It’s part of a lifestyle approach, Divaris explained, which brings education and an interactive component to coincide with new reveals.
“With each launch we help people understand how the environment and lifestyle they lead impacts their skin health

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