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Estée Lauder’s BeautyBank brings innovation to skincare market

SpecialChem / Imogen Matthews – Mar 10, 2009

Good Skin Labs is a brand created by BeautyBank, the entrepreneurial think-tank of the Estée Lauder Companies to investigate opportunities for new brands in alternative distribution. Tri-Aktiline caused a media storm when it launched in the UK in January 2008 online at Boots and in larger Boots stores, targeting women who are bothered by their lines and wrinkles but want an effective cosmetic alternative to injectable fillers. It resulted in phenomenal sales, exceeding the company's expectations and, more importantly, resulted in a lot of repeat purchases. Not only did Tri-Aktiline's claim as an "instant deep wrinkle filler" hit the mark, but the retail price of £24.99 positioned it within the growing masstige skincare sector. Masstige skincare brands have to work harder than premium lines to get their message across to the consumers, as they do not usually have beauty advisors to sell for them. Consumers must navigate through the claims and counter-claims made in advertising, on-pack and on-shelf to make informed decisions on what is right for them.

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