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Aramis takes men’s skincare to the MAX |
INTERNATIONAL. Aramis has extended its Lab Series Skincare for Men range with several new products for 2011. They are rolling out in Asia Pacific travel retail from this month.
The new items are MAX LS Overnight Renewal Serum, MAX LS Instant Eye Lift and Moisturising After-Shave Soothing Spray. These are joined by a travel retail exclusive set, the Power Protector SPF50 PA+++ duo.
The Serum and Eye Lift follow on from the success of the MAX LS Age-less Face Cream, which harnesses the science of sirtuins, now known as “longevity genes”.
The Serum contains a Molecular Age-Less Complex, said to trigger a time-released multi-level renewal process while the user sleeps. Overnight, it helps skin increase its natural rate of cell turnover – reducing the appearance of accumulated environmental damage, and locking in moisture to reveal a smoother, clearer, more vibrant appearance in the morning. A blend of powerful antioxidants also heightens skin’s natural renewal process to help ward off the look of future damage, according to the brand.
The Eye Lift is a gel-cream formulation that tightens the skin around the eye area, instantly reducing the appearance of fine lines and wrinkles. It is also claimed to de-puff and reduce the look of dark circles.
The new Moisturizing After-Shave Soothing Spray is designed to be misted on the face and neck to help reduce redness, and leave the skin feeling replenished and hydrated. The anti-oxidant rich formula is said to soothe and calm freshly-shaven skin, while eliminating feelings of tightness or dryness.
Lastly, Power Protector SPF50 PA+++ is claimed to reduce the appearance of dark skin patches and help prevent future discolouration.
“When creating this new product, we were determined to meet the needs of an increasing number of men who suffer from uneven skin tone in the form of dark spots and various skin imperfections,” said Richard Sawyer, International Education Director, Lab Series Skincare For Men. “Using Power Protector SPF 50 PA+++ is proven to visibly reduce these skin imperfections and form the basis of a powerful brightening skincare regime.”
The light, non-greasy formula helps shield skin from harmful UVA/UVB rays, known to cause discoloured skin, visibly evens skin tone and texture, and helps to reduce the appearance of dark spots and dullness, according to the brand.
The travel retail exclusive set contains two 100ml versions of the product.
