First, do no harm — that's the aim of Chanel's new Beauté Initiale, which is designed to prevent skin damage in young women before it occurs.
The line, which will launch in September, is Chanel's first skin care line directed at twenty- and thirtysomethings, said Elizabeth Mankin, senior vice president of Beauté marketing and education for Chanel in the U.S.
"Your 20s and 30s are when the first breakdowns in cellular function and signs of aging occur," said Mankin. "It's at that point that you see your very first lines. This is a multiprotective, comprehensive line that allows women to act today to preserve their skin for tomorrow."
The key ingredient in each of the five products that make up the Beauté Initiale line is Blue Ginger PFA, a polyfractioned version of blue ginger, an herb grown in Madagascar that is said to possess "extraordinary" antioxidant properties, said Mankin. "Blue Ginger PFA is 1,400 times more concentrated than the original extract, and considerably more powerful than ordinary ginger," she added. Other key ingredients include vitamins C and E and trace elements of magnesium, zinc and copper, intended to protect cell membranes, elastin and collagen against free radicals and reenergize tired skin by boosting cell function, Mankin added.
The blue ginger is processed at the brand's labs in Sophia Antipolis, France, using Chanel's polyfractioning technique. The proprietary technology is designed to allow Chanel to use extremely costly ingredients in mainstream products by using a 12-step technique to increase the amount of usable extract and to purify it. The company first used the technique last year with its Sublimage cream.
In addition to the blue ginger present in all of the products, additional antioxidants and skin protectors have been added where possible. Energizing Multi-Protection Concentrate, $85 for 1 oz., adds taurine, said to boost cellular energy; Energizing Multi-Protection Cream SPF 15 and Energizing Multi-Protection Fluid SPF 15, designed for dry and oily complexions, respectively, are each $75 for 1 oz. and are intended to be everyday moisturizers; Energizing Multi-Protection Eye Cream, $60 for 0.5 oz., includes yeast extract and sodium lactate, said to deal with puffiness and dark circles, and Energizing Multi-Protection Fluid Healthy Glow SPF 15 is a moisturizer with a built-in self-tanner and SPF, $75 for 1.7 oz.
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