Tesco own-brand skin care line, Skin Wisdom, has undergone a complete makeover, which will increase its visibility on the store’s shelves and raise awareness of the brand. Originally launched in 2001, Skin Wisdom was borne out of holistic beauty therapist and co-creator Bharti Vyas’s philosophy that everyone is entitled to look and feel good.
“Skin Wisdom has always been about creating a high quality skin care range that delivers on its promises and is accessible to all,” said Vyas, who is board director of the Federation of Holistic Therapists.
The re-vamped line includes the ranges Skin Wisdom Daily Care, for the skin’s everyday needs, Skin Wisdom Instant Benefits, a boost for skin of any age, Skin Wisdom Protect & Prevent, to delay the first signs of ageing, Skin Wisdom Firm & Lift, to reduce the appearance of wrinkles, and Skin Wisdom Restore and Replenish, to nurture and restore mature skin.
The Protect & Prevent range, which includes antioxidant ingredients like rhodiola, ayurvedic pomegranate and white tea, comprises a cleansing milk, moisturiser and night cream, in addition to Youth Boost Serum, while the Firm & Lift moisturiser and night cream both contain Matrixyl, a peptide that has been shown to decrease wrinkle depth. An eye cream will be added to both ranges in October, one month after the relaunched Skin Wisdom line hits the market.
Finally, Restore & Replenish features a Wrinkle Concentrate, which contains calcium-rich corallina extract, and day and night creams containing soy, an ingredient commonly used to ease menopausal flushing. The range also includes Radiance Boosting Serum, said to restore the skin’s luminosity.
Formulator Chris Evans said that Tesco was looking at where next to take the brand. He did not rule out the idea of Skin Wisdom expanding into either body care or men’s grooming.