FRANCE. Biotherm Homme (L’Oréal Produits de Luxe International) has unveiled a new anti-ageing treatment, called Force Supreme. The key target market is men aged 35 and over.
The treatment is being launched into European travel retail from this month, before being introduced to the Americas in March.
Force Supreme is described as the first deep “nutri-replenishing” product that reactivates the vital functions of the skin, and reconstructs its support mattress, thereby counteracting any loss of density.
As male skin ages it often reacts excessively to aggressors such as sunlight and shaving, and is prone to fading and age spots.
Force Supreme is said to counter these problems using a unique combination of nature and science. Its formula contains extracts of Japanese cedar bud, pro-xylane (a compound said to work like a redensifying “sap” at the very heart of the skin) and pure thermal plankton, Biothem’s dermobiotic which is claimed to activate the cells’ natural defences. The product also contains an SPF12 sunscreen.
These active ingredients help to reactivate skin function, restore skin balance, and redensify the skin, so that wrinkles appear replenished and radiance is enhanced, according to Biotherm.
Force Supreme is presented in a streamlined metallic jar. The balm format, described as ultra-rich but non-greasy, leaves an ultra-matte finish.
The recommended domestic price is €69 for 50ml.
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