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Yes, Idealist is a great formula and was and still is a big hit. However, I'm not so sure that the ATD technology is the single reason for its success. Like I said, it allows you to make very light emulsions that are quite nice. However, there are other ways to do essentially the same thing- other vendors sell surfactant free dispersions that you can just mix into a gelled water phase and thus end up with a totally emulsifier free product. It all depends on how much the raw materials and/or technology licensing costs. Our strategy has been to use either more traditional emulsifiers (at much lower levels than we traditionally used) or to use lecithin based emulsifiers (which Lauder themselves has done previously), allowing us to use the equipment/technologies we already have in house, circumventing the licensing fees.

Our last big introduction sold over 2 million units US after being introduced in the 4Q2000. In fact, Brazil sold 1.5 million units in the first month. It is a very light and elegant emulsion, however it does not use such technologies.

I haven't been to the mall lately, but I thought Lightsource was now available. I'm sure it will do well also- Lauder is at the forefront of using optical brighteners/reflectors/colors and I'm confident this is going to be a hit.
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