PARIS — Parfums Christian Dior believes that with its newest skin care line, Capture R 60/80 XP, it has lassoed the power of adult stem cells to help repair wrinkles.
"Stem cells are critical to our body; they are characterized by unlimited capacity for cell renewal," said Carlo Pincelli, a collaborator on the project, as well as a professor of dermatology and director of research in the laboratory of cutaneous biology at the University of Modena and Reggio Emilia in Italy.
The four-unit treatment collection — including a face serum, two face creams and an eye cream — is due to be introduced exclusively at Macy's on Saturday. One month later, it will be launched internationally.
The products, billed to give both immediate and long-lasting results, target women age 35-plus with formulas said to bolster and protect adult stem cells nestled in the heart of skin's wrinkles, according to Dior executives. (Adult stem cells — as the name suggests — are found in grown-ups and differ from the more controversial embryonic stem cells in four- to five-day-old embryos.)
Cell depletion ensues from aging and environmental factors, according to Pincelli. More specifically, the skin's basal layer, containing adult stem cells, thins. The fibronectin mesh, acting as a guiding framework, breaks down, explained Eric Perrier, director of research and development for LVMH Moët Hennessy Louis Vuitton, Dior's parent company. In other words, skin tissue collapses, resulting in wrinkles.
Dior executives say cell activity in and around wrinkles can help be restored thanks to the company's patented Stemsome technology found in Capture R 60/80 XP product formulations. It works on a time-release system and combines Dior's Bi-Skin technology to smooth wrinkles; the firm's patented TP-Vityl ingredient to reboot skin cells' activity by protecting basal cells (including adult stem cells), and Bionectine to help skin's supporting framework.
Stemsome acts in the skin's deepest layers, according to the company. Other product ingredients include extracts of cinquefoil and mallow.
Capture R 60/80 XP was created by researchers at the Dior Innovation Center, backed by the research department of LVMH.
Capture spokesmodel Sharon Stone features in advertising for the new product line.The Capture R 60/80 XP collection includes 30- and 50-ml. bottles of serum, which retail for 80.90 euros and 106 euros, or $119.40 and $156.45 at current exchange, respectively. There are also 30- and 50-ml. jars of cream in a light texture and similarly sized jars of cream in a rich texture for 57.80 euros and 86.30 euros, or $85.30 and $127.40, respectively. The 15-ml. eye cream sells for 53 euros, or $78.23. Prices are for France.
While Dior executives would not discuss numbers, industry sources estimated that Capture R 60/80 XP will generate $37 million in wholesale business during its first 12 months worldwide.
For two years, some proceeds from the sale of Capture R 60/80 XP products will go to Stanford University to help finance the institution's research on adult stem cells.
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