PARIS — Parfums Givenchy’s newest antiaging skin care product, Vax’in for Youth, was inspired by the theory of Hormesis, which espouses that regular exposure to microstress helps bolster cells’ resistance to future stress and therefore is instrumental in extending cellular life.
“We wanted a transversal product,” said Thierry Maman, general manager of Parfums Givenchy, who added Vax’in is for people of all ages and skin types. “It can be used with any other product.”
Givenchy worked on Vax’in with Suresh Rattan, a biogerontologist who founded and runs the Laboratory of Cellular Aging in the Molecular Biology Department of Denmark’s Aarhus University.
All living organisms age if they live longer than the lifespan needed by nature, but there aren’t genes that make people old, he explained. “There are no enemies that need to be neutralized,” Rattan added. “Over the last 50 years people have mostly concentrated on one pathway — free-radical removal.”
Now, there’s a move in aging research to focus on the more complex biological system, or homeodynamic space.
Aging is the progressive shrinkage of the homeodynamic space, he said. The objective is to strengthen that space. Hormetins, or repeated microstresses that induce Hormesis, can purportedly help that.
Rattan recognized that protein HSP70 (whose production diminishes with age) plays a key role in boosting cells’ prolonged resistance to aging and in protecting and repairing other proteins in skin. Vax’in’s formula contains hormetins Sanchi and Hypotaurine, which promote the production of HSP70.
Vax’in is billed to inhibit wrinkle formation, reinforce skin tone and elasticity, give an even and luminous complexion, plus help protect skin against harmful factors.
Its name is meant to be reminiscent of “vaccine.”
The product is about to be introduced in France, Belgium, the U.K. and Russia. In early October, it is to be introduced in the U.S., Japan, China and Australia. The rest of the world is scheduled for a launch in the beginning of 2011.
Givenchy will extend its distribution reach in many countries for Vax’in’s launch. In France, for instance, where its treatment products are traditionally sold in about 60 to 70 doors, Vax’in is to be carried in more than 1,000 sales points. In the U.S. — where Givenchy skin care is in less than 10 doors — it will be in approximately 250 Sephora doors.
“This is the biggest skin care launch ever for Givenchy,” said Maman.
Givenchy executives would not discuss projections, but industry sources estimate Vax’in will generate 25 million euros, or $31.8 million at current exchange rates, in retail sales in its first year.
Vax’in marks the first time Givenchy will advertise a skin care product in Europe.
The 30-ml. Vax’in bottle will retail in France for 85 euros, or $108.
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)
@heriethpaul and @gracebol have a moment on the @victoriassecret fashion show 2017. See every look from the runway on WWD.com. Link in bio. (📷: @giovanni_giannoni_photo) #wwdfashion #victoriassecret #VSFashionShow
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia