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Lancôme’s latest anti-ageing flagship, Génifique |
FRANCE. The L’Oréal group has unveiled a flagship new anti-ageing skincare launch from Lancôme, called Génifique Youth Activator. It is available now within European and Americas travel retail markets, and will be rolled out to Asia from September.
Described as a “decisive breakthrough in the world of beauty”, Génifique is being positioned as a futuristic treatment that revives the activity of the skin’s youth genes, thereby stimulating production of young skin hallmark proteins.
It is the result of a 10-year genomic and proteomics research programme, according to Lancôme. Using an in vitro reconstructed skin model, the company claims to have demonstrated that the concentrated active substances in the Génifique formula relaunch the activity of certain genes, consequently boosting synthesis of the proteins that typify young skin.
In this model, the skin recovers the profile of youth after six hours. After seven days’ use, skin is said to be visibly rejuvenated, and to look more luminous, smoother and more supple.
The transparent formulation is said to melt into the skin, as befits the first step of a skincare regime. Importantly, Génifique has been designed for use in conjunction with, not as a replacement for, other skincare products, such as serums, moisturisers and exfoliators.
The Génifique concentrate is “self-adjusting” and is therefore suitable for use by women of all ages and all skin types, giving it a very broad consumer appeal.
Génifique Youth Activator will retail domestically at around €78 for 30ml. It is presented in a glass jar with a dropper applicator.
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