UK. Estée Lauder will expand its Perfectionist skin care franchise in April with a new treatment, Perfectionist Power Correcting Patch for Deeper Lines and Wrinkles.
The product is described as a targeted treatment that reduces the look of deeper lines and wrinkles faster than topical creams, creating a smoother, more lifted effect that is instantly visible, according to the company.
The patch is recommended for use in conjunction with Lauder’s Perfectionist CP+ Serum (The Moodie Report.com, 10 May 2005).
At the launch presentation in London, Estée Lauder Director of Training UK and Ireland Gail Guyton (pictured below) acknowledged the strength of the Perfectionist franchise, and the growth potential that remains.
“Perfectionist CP+ is one of our best-selling skincare products: it’s number five in our hit parade,” she revealed. “So [the franchise] has real credibility when it comes to treating wrinkles.”
In addition to the Patch, further extensions are planned for later this year, namely a Perfectionist Concentrate “pen” – for use on specific wrinkle-prone areas such as the forehead – and a facial peel.
Meanwhile, the new Patch has been designed to target wrinkles and lines around the eye area, a key concern for many women.
“The Patch has two forms of usage,” Guyton explained. “You can use it to deliver an instant “Cinderella” effect, for a one-off special occasion, which would give a dramatically improved appearance”¦after just 20 minutes. Or you can use it as a long-term intensive treatment.”
The long-term option involves using the Patch every day for five days, and thereafter weekly for another three weeks.
According to Lauder, during clinical trials, 88% of panellists showed a reduction in the look of lines and wrinkles, and 42% of panellists a 50% reduction. In addition, some of the smoothing effects of the patch were shown to last for up to 24 hours after a single application.
“That all translates into quite a “˜wow’ factor,” noted Guyton, “so you can see why we’re so excited about this launch.”
Inspired by the medical community’s use of iontophoresis (the use of an electrical current to introduce ions of a medicament into bodily tissues directly and efficiently), the Patch – which should be adhered to the eye area – emits a small micro-current of energy, via a tiny, integral battery, to deliver the bio-peptide Hexapeptide (a potent collagen booster) and biological water to just below the surface of the skin.
“The current is just 1.5 volts, so there is no pain, shock factor, burning, tingling or frizzy hair,” smiled Guyton.
“The biological water is important because it is different from regular water, whose molecular structure is quite disorganised. That means the molecules in it fly around and are quite unstable.
“The water in your skin cells, however, is quite structured and more stable, which is why that kind of water stays in your skin better. Estée Lauder has used electro and magnetic currents to find a way to turn unstructured water into structured water, so that when it’s delivered to the skin via the patch, it actually mimics the water found there, to deliver that instant plumping. [Structured water] also doesn’t evaporate as readily.”
Guyton explained that there would be two purchase formats for the patch: as a pack of three (obviously there are two to a pack, one for each eye); or as a pack of eight.
“The first is perfect for “Cinderella” usage,” she commented. “The other is ideal for the intensive treatment. The customer can choose according to her long-term goal.”
The suggested UK travel retail price points for the Perfectionist Power Correcting Patch are £32.30 for the three-pack and £68 for the eight-pack.
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