SINGAPORE. Prevage White, the latest product from Elizabeth Arden’s dermatology-inspired skincare line Prevage, was unveiled at the Takashimaya Department Store in Singapore last month. Singapore is one of the first few markets to launch Prevage White in Asia.
A breakfast launch was held at the Prevage brand counter in the department store, where Elizabeth Arden’s Asia Pacific and Middle East Travel Retail and Distributor Markets Regional Marketing Manager Celine Chambat briefed media guests (including The Moodie Report from the travel retail media) on the new product.
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The Prevage beauty counter in Takashimaya Department Store, Singapore features a striking orange colour theme |
The Prevage brand of anti-ageing skincare is the result of a collaboration of Elizabeth Arden and Allergan, a speciality pharmaceutical company and market leader in dermatology. Allergan is also the maker of Botox Cosmetic.
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The Elizabeth Arden travel retail team: Asia Pacific Travel Retail Regional Sales Associate Sherie Teh (left) and Business Development Manager Yumie Chia |
Idebenone is the ground-breaking key ingredient in Prevage, originally used in the medical field and described as “the most potent and effective antioxidant” in comparison with other commonly known antioxidants in the market today such as alpha-hydroxy acid, kinetin, Vitamin C, Vitamin E and coenzyme Q10.
Prevage White combines the anti-ageing and skin-brightening benefits of Idebenone with the whitening abilities of Soy Ferulate-C – a combination of soy ferulate with Vitamin C – to reduce the appearance of existing age spots and minimise future skin discolorations.
Soy ferulate is known to promote a more even skin tone while Vitamin C is proven to control melanin production at its source by minimising the action of tyrosinase, the enzyme responsible for triggering melanin production in the skin.
A 12-week home-use consumer test, commissioned by Elizabeth Arden, on 102 women aged 25 to 65 in Singapore yielded the following results:
– 79% reported skin’s appearance was whitened
– 83% said skin looked noticeably more radiant
– 79% observed an improvement in the appearance of skin tone
– 77% saw an improvement in skin texture
– 78% said skin had a more youthful looking glow
– 87% felt skin was softer
– 80% reported skin was immediately smoothed.
Prevage White has been tested on all skin types and has been specifically tested on Asian skin in a consumer testing. It is non-comedogenic, gentle and suitable for sensitive skin.
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The Prevage anti-ageing skincare family (left) and the new Prevage White Concentrated Brightening Serum (right) | |
The Prevage range of products includes Prevage Anti-aging Treatment, Prevage Eye Anti-aging Moisturizing Treatment, Prevage Anti-aging Night Cream, Prevage Body Total Transforming Anti-Aging Moisturizer and Prevage White Concentrated Brightening Serum.
Prevage White Concentrated Brightening Serum is available at selected Elizabeth Arden counters in Singapore from January 2009, at a suggested retail price of S$217 (US$144).
Prevage White will be rolled out in selected travel retail markets in Asia – Singapore, Thailand and Malaysia – from March this year.
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