Lancôme Unveils “Technologically Advanced” Anti-Aging Treatment
This article was originally published in The Rose Sheet
Executive Summary
Lancôme is launching the "most technologically-advanced anti-aging treatment" in the market with the debut of Absolue Premium Bx, a skin care collection targeting mature women, the L'Oréal division said
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Lancôme is launching the "most technologically-advanced anti-aging treatment" in the market with the debut of Absolue Premium Bx , a skin care collection targeting mature women, the L'Oréal division said. Targeted to women 50+, the four-product line is formulated with Pro-Xylane , an ingredient that reinforces the extracellular matrix of skin by promoting the production of "moisture reservoirs" within skin. L'Oréal, which developed the molecule after seven years of research, unveiled the technology during a cosmeceuticals conference in New York City in early June (1 (Also see "L’Oréal Anti-Aging Molecule Reinforces Skin Matrix – Researcher" - HBW Insight, 19 Jun, 2006.), p. 4). Pro-Xylane represents Lancôme's first "green" molecule because it was developed using renewable raw materials and a synthesis process that is "gentle on the environment," the firm claims. Absolue Premium Bx consists of four products: Absolute Replenishing Cream SPF 15 ($108 for 1.7 oz.), Absolute Replenishing Lotion SPF 15 ($108 for 2.5 oz.), Absolute Night Recovery Cream($132 for 2.6 oz.) and Absolute Replenishing Eye Cream ($73 for 0.5 oz.). In addition to pro-xylane, the new products contain the Absolue brand's Bio-Network technology, a set of anti-aging ingredients that have been updated for the new product line. The ingredients include wild yam to boost production of epidermal lipids, soy to firm skin and sea algae to restore clarity, Lancôme notes. In a four-week consumer study of women who tested the product, 85% of subjects "felt renewed firmness and elasticity with fine lines and wrinkles measurably reduced," while 83% saw "revived clarity and even skin tone," the company claims. Bowing in September, Absolue Premium Bx will be available at all Lancôme counters, four Lancôme boutiques and on the company's Web site. The Absolue brand debuted in 2001 with a replenishing creme and lotion (2 (Also see "Lancome" - HBW Insight, 16 Jul, 2001.), p. 2). - Molly Laas |