Chanel ties up with local luxury store to launch precision skin care in Philippines

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MANILA--French perfume marketer Chanel teamed up with Rustan's, a local upscale department store, for the Sept. 14 launch of its new global skin care brand, Precision, in the Philippines.

The products will have a different formulation from those in the West,according to Guillermo Gutierrez, Chanel regional manager for fragrance and beauty.

Products will be lighter in texture and fragrance-free since Asians are hyper sensitive to scents. Asian women are also more concerned about oil content and reaction to ingredients.

Mr. Gutierrez admits that launching a new line is difficult as Chanel is mainly known for luxury handbags and perfume.

"Establishing a proper and credible skin care name requires reranding.That's why it's not Chanel but Precision by Chanel," says Mr. Gutierrez.

Precision's product range is geared for certain age groups. Hydramax is for younger skin. Rectifiance is for the over 25-market, while Intensives is for mature skin.

Copyright September 1999, Crain Communications Inc.

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