FRANCE. L’Oréal Produits de Luxe International has extended its Biotherm Homme range with a new firming treatment, called Age Refirm.
It is available now in European and Asian travel retail, and will be rolled out to the Americas from April. The recommended domestic price point is €48 for 50ml.
According to Biotherm, over a period of 20 years, male skin loses more than 20% of its natural firmness.
Age Refirm aims to counter that by “strengthening the architecture” of the skin via a formula containing pure silicum and stimulating biopeptides. These are complemented by UVA and UVA sunscreens, and active hydrating ingredients.
The results are described as visible and spectacular. In clinical studies, skin became 18% firmer in four weeks; wrinkles were reduced by 51%; and hydration improved 48%, the company claimed.
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