L'Occitane has entered the longevity category with a “new approach” to ageing based on 25 years of research into Immortelle, a flower known for its anti-ageing properties.
The French skin and body care brand’s Skin Longevity By Nature four-step ritual focuses on supporting skin’s “natural ability to remain resilient, nourished and healthy-looking over time”, the brand said in a statement.
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“Rather than treating ageing as something to fight or reverse, Skin Longevity by Nature encourages a more balanced approach: caring for skin consistently and supporting it through the different stages of life,” the statement continued.
Immortelle Skin Longevity Ritual consists of four targeted steps – reset, nourish, firm and smooth – to address concerns such as dullness, visible signs of fatigue, loss of firmness and wrinkles.
It includes L’Occitane’s Immortelle Reset Serum, Immortelle Divine Youth Oil to nourish skin, and Immortelle Divine Cream to address the visible signs of ageing and support firmer skin.
The last step focuses on new Immortelle Divine Targeted Wrinkle Care, which is said to target five key areas for wrinkles: forehead lines, crow's feet, frown lines, under-eye wrinkles and smile lines.
The targeted treatment combines Immortelle-derived actives with hyaluronic acid and peptides, which are said to provide an immediate smoothing effect and support the appearance of wrinkle reduction with continued use.
Immortelle (Helichrysum italicum) is also known as the everlasting flower due to its resilience, growing in harsh environmental conditions in its native Corsica, France.
L’Occitane has researched the yellow flower for more than two decades and it has inspired its approach to skin care.
Skin Longevity by Nature represents an “evolution of the anti-ageing skin care conversation, from focusing only on visible correction to supporting skin's overall condition and resilience over time,” the company statement continued.
The concept will initially launch in Malaysia at L’Occitane’s stores and website.
Skin Longevity by Nature reflects a “philosophy rooted in nature, supported by decades of Immortelle research and brought to life through a complete skin care ritual combining reset, nourishment, firmness and targeted wrinkle care,” the statement concluded.
