4-Feb-2015
Pure Beauty's guide to perfect peepers
They’re described as the windows to the soul but common issues like
puffiness, dark circles and crow’s feet can all hamper the eyes’ true
beauty and prevent them from giving the best impression of ourselves.
We’re here to help with advice on tackling the most common eye area
issues that you can pass on to your customers.
Handle with care
Many consumers believe that skin care designed specifically for the eye
area is unnecessary and that normal cleansers, moisturisers and serums
will do the job just fine. The eye care market is far from a ploy by
manufacturers to pump up profits though, according to Art Pellegrino,
Vice President of R&D at Elizabeth Arden: “The skin around the eye
is ten times thinner that that of the face, with less collagen and
elastin fibres and no subcutaneous fat,” he says. “Also, the eye area,
especially with the constant muscle contractions when we blink, is one
of the first places signs of ageing appear. So for all of these
reasons, the eye area should be treated with products specially
designed to address these specific concerns.” Targeted eye treatments
also tend to be lighter in texture to avoid overloading and clogging,
and free from common irritants like perfume. The way products are
applied to this delicate area should also differ from the way skin care
treatments are applied to the rest of the face, says Sophie Rock,
Senior Brand Manager, Nivea Skincare: “Patting the eye product onto the
skin with the fingertips gets circulation going without causing damage
to this delicate part of the face. Make sure to pat from the centre of
the face to the outside.”
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