With its latest product launch, Genifique Youth Activating Concentrate, Lancôme is hoping to pave a new avenue in the skin care domain.

The company is billing Génifique as a concentrate intended not only to make skin look more youthful, but also to actually make skin cells return to the protein levels of significantly younger skin, according to a report in WWD.

Industry sources estimated that Génifique could do $100 million at retail globally in the first year, with about $25 million of that figure expected in the U.S. in the brand’s 2,000 department and specialty store doors. The product will launch in all global markets except Asia in April; Asia will get Génifique in September.

The formula — driven by two main molecules — is designed to enhance the environment of skin cell genes, which in turn sends an RNA messenger to nurture protein growth in the top stratum corneum layer.

The product will retail for $78 for a 1-oz. bottle and is also intended to be used in tandem with a serum, moisturizer and/or an exfoliator. Advertising will begin running in April fashion, beauty and lifestyle magazines and in select online media outlets, while an extensive sampling campaign also is planned.