Origins is getting social with the pending launch of its Original Skin Renewal Serum.

The serum will be available at in March. In anticipation of the launch, the Estée Lauder Cos. Inc.-owned brand this week will launch its free #QuarterLifeCrisis by Origins in the Apple app store. It will be available in English and German.

Because the serum’s target consumer falls in the Millennial age group, the company wanted a digital tool in which to engage consumers, said a spokesman for the company.

The app is intended to deliver on four levels — product information and education, which will offer details on the new product and explain why a serum is necessary in their skin-care regimen; photo engagement, where users can take a #QuarterLifeCrisis selfie and upload to desired social media networks using personalized stickers (such as sunglasses, lips, hashtags, etc.) drawn by campaign illustrator Bee Stanton; e-commerce, and a QR code to give users the chance to win the product, which will retail for $39.

The product is intended to target quarter-life skin concerns such as rough texture, enlarged pores, stressed skin, flaws and loss of radiance — caused by two key factors: cell renewal and carbonylation. Key ingredients include chestnut seed extract, laminaria saccharina, Canadian willoherb and Persian silk tree.

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