PARIS — Lancôme is adding a third pillar to its Absolue skin care franchise this fall. Called Absolue Premium Bx Absolue Replenishing Cream SPF 15, it targets women age 50-plus and has a formula containing a new antiage molecule patented by L'Oréal, Lancôme's parent company.
Odile Roujol, the recently named managing director of Lancôme International, called it a "major breakthrough."
"L'Oréal's goal has always been to bring to consumers the newest, most innovative products based on cutting-edge research," said Laurent Attal, president and chief executive officer of L'Oréal USA. "That's one of the reasons why our company dedicates more than 3 percent of consolidated sales each year to investment in research and development. It is this extensive commitment to scientific advancement in skin care that has enabled L'Oréal to introduce a completely revolutionary molecular antiaging structure, Pro-Xylane, after almost a decade in development. Pro-Xylane, an antiaging molecule that applies what we know about cell function to the structure of the skin, is, without a doubt, one of the company's most significant discoveries in 10 years."
The molecule, seven years in the making, is billed to be the first to work simultaneously on the epidermis, dermal-epidermal junction and dermis, three parts of the skin that have recently been found to be interwoven in what's known as the "extra-cellular matrix" — and therefore highly instrumental in keeping the face's skin feeling and looking youthful. According to a scientific study spearheaded by Matthew Nugent, PhD, a professor of biochemistry at Boston University, the matrix weakens as one ages, preventing the skin from retaining moisture.
"We rarely use the word ‘revolutionary' to describe a new moisturizer, but this is no ordinary moisturizer," said Eric Lauzat, president of Lancôme in the U.S. "Because of Pro-Xylane and its moisturization ability, Absolue Premium Bx raises the bar for what customers can expect from an antiaging product. We would never make changes to a franchise as successful as Absolue unless we had an ingredient as advanced as Pro-Xylane with which to update it."
Pro-Xylane, which is formulated from a sugar derivative called xylose, purportedly targets the matrix's primary components. "Pro-Xylane promotes the healthy production of glycosaminoglycans — what we call GAGs for short — which act as moisture reservoirs for the skin," explained Alan Meyers, senior vice president for research and development for L'Oréal. "It also protects the best-known GAG — hyaluronic acid — in the skin, which helps keep the moisture in the skin."
Hermès is launching a Laundromat pop-up shop in NYC - dubbed Hermèsmatic - where customers can bring their old scarves to be dip-dyed by an expert. Get all the details on WWD.com. #wwdnews (📷: @donstahl)