Clarins USA is touting what it describes as a natural alternative to cosmetic procedures with the launch of Extra-Firming Tightening Lift Botanical Serum.

The product, which is rolling out now, also is aimed at bolstering Clarins’ key Extra-Firming franchise, while consolidating its hold on the serum category.

Although Clarins does not break out sales figures or budgets, industry sources calculate that the Extra-Firming stable of products generates an annual total of about $16 million at wholesale.

The new product is positioned as the star of the company’s fall launch lineup, and sources estimate that it could do $5 million in retail sales from September...