L’Oreal run Giorgio Armani Parfums and Cosmetics will be launching its first treatment product. Crème Nera (black cream) will launch this September in 150 doors globally.
The name “Crème Nera” comes from an island known as the “Black Pearl of the Mediterranean”, where the landscape is a beautiful terrain of black volcanic rock. Armani told journalists Wednesday that “L’Oreal has captured the energy and life within this black stone. Lots of creams look like each other but some are worth more than others.” The main ingredient of “Crème Nera” is obsidian, a natural compound which has been extracted from purified lava, it’s composed of silicium, sodium, iron and potassium. Through a process known as biomineralization, when applied to the face, the skin cells basically pick and choose certain elements from the obsidian compound that would be especially beneficial to the skins needs.
advertisement
The $325 cream naturally made its debut with Armani’s Prive Collection at the Paris Haute Couture Shows on Wednesday. The cream is clearly targeting a prestige customer although it is for all skin types, and it offers Armani customers something that has not yet been available. This is the first of many treatments to come from the line. Spa and sun care products are to be expected after the initial launch this September.
Also, Armani is not limiting itself to the women’s market, with the growing awareness and concern rising within men, Armani plans to accommodate them with the “Skin Minerals for Men” collection out in 2008. The men’s line will include shaving cream, cleanser, moisturizer, anti-aging cream and bronzer (all five products use obsidian as a key ingredient.)
This is a very positive step for the line, with its launch of cosmetics in 2001 and its very extensive fragrance portfolio including best-seller Acqua di Gio providing men and women’s skincare may keep current Armani customers very happy and it may also attract a new clientele to the line.
[ Via WWD.com]
Anti-aging, Face Care, Men, Moisturize
Email This Post