FRANCE. Lancôme has updated its Primordiale Intense anti-ageing treatment with a new formula, Primordiale Optimum. It will be launched into European travel retail in March, before rolling out to the Americas in July and Asia in September. The recommended travel retail price will be €48.86/US$47 for 50ml.
The new formula features two key technological innovations, according to Lancôme. These are the Duplex Vector, described as an unprecedented carrier system, which facilitates both surface and deep-down penetration; and the Thermo-Control System, said to ensure active protection against the five major causes of skin ageing. The treatment also contains an SPF 15.
Lancôme claims that skin looks younger, smoother, more radiant and “˜replumped’ within one week of use. In consumer tests, 98% of women said that their skin looked smother after just five days, while 71% noted a tighter, improved texture.
