13-Feb-2013

Renaissance at L'Oreal

Age Perfect Renaissance Cellulaire from L'Oreal

This month, French cosmetics giant L'Oreal is launching a new skincare line aimed at women over 50 – Age Perfect Renaissance Cellulaire.

The range, based on Natecium DHC, a compound derived from bitter orange peel, and vitalline, an ayurvedic remedy used in traditional Indian medicine, claims to boost cell renewal and increase communication between the dermal and epidermal layers of the skin.

The target market is women around menopausal age, whose rate of cellular renewal has dropped dramatically. L'Oreal claims that use of the range allows four million new cells to reach the skin's surface faster each day.

Age Perfect Renaissance Cellulaire includes an SPF15 day cream (€18.50), a night cream (€18.50) and a 30ml serum with gold micro-reflectors to brighten the skin (€18.90).

The face of the range in Europe will be 52-year-old actress Julianne Moore, in a promotional campaign covering France, Germany, Italy, Portugal, Spain and the UK.

At the same time, L'Oreal is also launching a new haircare product – Mousse Absolue – which offers users a simplified application procedure. Rather than the user having to mix separate colour and developer, the product is automatically mixed in the bottle, just as it exits the nozzle, making it – says the company – as easy to use as a shampoo. Unused product remains unmixed and can therefore be left in the bottle and used for top-ups.

Mousse Absolue comes in 14 shades and costs €12.

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