Neuraé, is inspired by neuroscientific research and will retail at a lower price point than Sisley’s core luxury offering. It’s the first time the family-owned company has launched a new brand.
KEY INSIGHTS:
The line will exist separately from Sisley, to ensure the premise stands alone.
Drawing inspiration from the mind-skin connection, Neuraé is a bold gambit in an emerging field of research.
Sisley’s model as a family-owned, private company allows them to take a more elastic approach to pricing, launches and marketing.
PARIS – Some might call Neuraé, a new seven-piece skincare line that leans on neuroscientific research, a mix of beauty and brains.
The brand is produced by Sisley, the family-owned beauty company known for luxury skincare, makeup and fragrance products like its Black Rose Cream Mask, $200, and the ultra-premium, anti-ageing Supremÿa line, which includes a $940 night cream.
Neuraé, which debuts on April 2 in France, Italy, Canada, the UK and US, is a more moderately priced line, retailing from $65 to $195. Distribution of the line will be through e-commerce, alongside Sisley’s existing core partners like Bergdorf Goodman, Sephora and Neiman Marcus.
Some parts of the brand’s attempt at the mind-skin connection can be easily observed – blushing or flushing of the cheeks when embarrassed or angry, or the feeling of prickling heat when panicked. Research to further understand how emotions such as calmness (and conversely, stress) show up on the skin has become of particular interest to beauty companies and consumers alike.
