UK. In London last week Estée Lauder unveiled the latest addition to its moisturising portfolio. Hydrationist – which is said to replenish thirsty skin with youth-inducing moisture lasting up to 24 hours – will make its UK debut in Harrods from February 2010, before rolling out nationwide next March.
Estée Lauder Companies Executive Director Global Research & Development-Biology Nadine Pernodet explained why moisturisation is so important. “Dehydrated skin is prone to premature ageing; dehydration accelerates the ageing process,” she declared.
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Estée Lauder’s Nadine Pernodet explains the science behind the brand’s new Hydrationist moisturiser | |
To find out more about consumers’ attitudes and concerns, Pernodet revealed that Lauder had surveyed women in Europe, the US and Asia about moisturisation.
The results showed that 90% had experienced dehydrated skin at some point in their lives; 84% were concerned about dehydrated skin; and 86% already knew that dehydration accelerated ageing – proving that there is big potential within this beauty sector.
“We know that moisture is a key defence against premature ageing,” Pernodet continued. “Basically, if you want to slow down the ageing process, hydration needs to be addressed.
“We have developed a new product which delivers instant hydration, as well as a long-lasting moisturisation effect. For this, we have developed two new technologies in the lab: Bio-Mimetic Water, which addresses the instant hydration of the skin; and the Sustainable Moisture Complex, which helps skin to absorb the water and keep it inside.”
Bio-Mimetic Water is “structured”, so that it is able to easily assimilate into skin for an immediate burst of hydration that reaches where skin needs it most, according to Lauder.
It is enhanced by the concentration of the minerals magnesium, calcium and zinc, which help skin to carry out its own natural daily functions, such as moisture barrier repair, more efficiently.
Bio-Mimetic Water also helps skin boost arginase activity – the skin’s own natural process that increases the production of urea in skin. Urea is a natural moisture factor and a naturally-occurring compound that binds water in skin for increased moisture.
On application, therefore, skin feels softer, smoother and more hydrated, the brand maintains. Thirsty skin is replenished with up to 81% immediate moisture and stays hydrated for up to 24 hours. The appearance of fine, dry lines diminishes.
The Sustainable Moisture Complex works over time to help skin naturally build and maintain a strong moisture barrier, strengthening it by up to 50% after four weeks’ continued use.
It also helps skin hold and preserve its own internal moisture for deep, long-lasting and sustainable hydration.
A key ingredient of this complex is the Revival Plant Extract. As its name suggests, the Revival Plant is able to dry out and survive drought conditions for several months. Upon the re-introduction of water, the plant recovers and continues to flourish and grow.
Hydrationist should be used morning and night after applying the appropriate repair serum. It is non-comedogenic, dermatologist- and ophthalmologist-tested.
Hydrationist is available in three versions: a Creme for Dry Skin; a Creme for Normal/Combination Skin; and a Lotion for Normal/Combination Skin. Each is priced domestically at £32 for 50ml.
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