Lancôme is cementing its position as a leader in the longevity beauty arena, with a new product and diagnostic device this year which showcases this shift in focus from symptom correction to root cause intervention.
The luxury brand’s biggest drop is its first PDRN-inspired Absolue Longevity The Soft Cream, which uses a patented rose-derived longevity molecule to act on the mitochondria of the skin to intervene and fight off the signs of ageing before they occur.
The seven-years-in-the-making product understands the mitochondria – which is responsible for 90% of skin’s cellular energy – and how to address mitochondrial dysfunction effectively, offering a “more personalised” offering for consumers.
The difference with longevity is that we are tackling the root causes of ageing – the things that you do not see yet
PDRN (polydeoxyribonucleotide), which is a DNA extract sourced from salmon sperm cells, is a cutting-edge bio-stimulator at the forefront of regenerative aesthetics in South Korea.
Lancôme, however, has created its own plant-based version, Absolue PDRN, using its signature ingredient – roses.
Absolue Longevity The Soft Cream was developed using parent company L’Oréal’s artificial intelligence (AI) powered ‘Wheel of longevity for beauty’, which combines technological advances and skin expertise to target the root causes of biological ageing to extend skin’s cellular health span.
It uses the beauty giant’s proprietary Longevity AI Cloud to decode skin ageing at the cellular, molecular and tissular levels using nine interconnected hallmarks of ageing.
Lancôme’s biological diagnostic device Cell BioPrint
The cream will be complemented by the debut of Lancôme’s Cell BioPrint – an in-store biological diagnostic device which enables consumers to understand their skin’s ageing trajectory, delivering insights into solutions that could help reverse their skin’s biological age.
Investment by the brand into this new frontier of science is part of L’Oréal’s wider gameplan to take longevity beauty mainstream.
“Absolue Longevity The Soft Cream is the first product to go out with PDRN and we will be adding PDRN into the other products as we are renovating,” says Annie Black, Scientific Director of Lancôme International.
“Correction [skin care] has been with us for a very long time and it will not stop as a lot of consumers still want to correct things – like wrinkles or dark spots – and we will still continue to develop ingredients that will help to correct this.
“But the difference with longevity is that we are tackling the root causes of ageing – the things that you do not see yet.
“The longevity wheel is an amazing tool because now we have a very clear blueprint on where we need to act in the longevity sphere, giving us this amazing blueprint to develop products differently.
“A lot of time has been spent really on democratising the science [and] making it accessible to consumers.”
Absolue Longevity The Soft Cream uses a patented rose-derived longevity molecule to act on the mitochondria
A new kind of PDRN
Absolue Longevity The Soft Cream entered the UK market in July and is set to debut in France in September, with more European launch dates to come.
Lancôme hopes it will empower consumers to move from corrective to preventive beauty care in an easily digestible way.
“When your skin cells become overwhelmed that is when you start to see things at the tissue level, and once you see things at the tissue level, that is when things become visible,” explains Black.
“With longevity science, acting at the root causes means acting early before things can actually be visible to your eye, or before you can feel things with your fingers.
“This is an important part of longevity and we need to show and to make these famous biomarkers [hallmarks of ageing] that we have all been hearing about concrete and understandable for consumers.”
Mitochondria are these little powerhouses in the cells that are responsible for about 90% of the cell's energy
Absolue Longevity The Soft Cream’s Absolue PDRN ingredient encompasses trillions of rose DNA fragments that are
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