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Harnessing the appliance of science: Estée Lauder’s new Re-Nutriv Ultimate Youth Creme |  |
Carolyn Murphy, the face of Re-Nutriv |
UK. Earlier this week at the Haymarket Hotel in London, Estée Lauder unveiled the latest addition to its premium Re-Nutriv anti-ageing franchise: Re-Nutriv Ultimate Youth Creme. The product will be launched globally, in domestic and travel retail doors, from March.
The product was inspired by the “longevity gene” SIRT-1, which helps to regulate the lifespan of the skin’s epidermal cells. Upon mapping the sequence of the human genome in April 2003, scientists were able to understand exactly how such longevity genes power the body’s natural defences and repair functions, thereby optimising its natural survival ability.
At the launch the company explained how severe caloric restriction has been found in certain living organisms to activate specific defence genes, called sirtuins, which protect the cells during periods of fasting. However, it has been discovered that the gene SIRT-1 can also be activated by Resveratrol, albeit in such high concentrations as to make it unstable, hence the creation of a stabilised version called Resveratrate.
This Resveratrate is a key element of the exclusive “Youth Molecule” that forms the cornerstone of Re-Nutriv Ultimate Youth Creme.
“The news we have to share with you today is truly exciting; it is a breakthrough moment that marries beauty, luxury and science,” declared Communications Manager Amber Hales.
Explaining that breakthrough were two leading scientists at the cutting edge of longevity research, Dr David Sinclair and Dr Leonard Guarente.
Sinclair is an Associate Professor of Pathology and Co-Director of the Paul F. Glenn Laboratories for the Biological Mechanisms of Ageing at Harvard Medical School. Guarente trained as a postdoctoral fellow at Harvard and is the Novartis Professor of Biology at MIT.
They are the authors of the landmark article, “Can DNA Stop Time? Unlocking the Secrets of Longevity Genes”, which was published in Scientific American in March 2006.
At the event, both scientists discussed the latest findings within the field of longevity research, and the long-term implications of that in terms of not just cosmetics, but medicine too.
“The goal we set ourselves was to find not just a gene, but a small, safe molecule which could be put in a cream or a pill, that could slow down the ageing process,” explained Sinclair. “What we have discovered is a molecule that has been able to extend the life-span of every organism in the lab that we have given it to. And that is unprecedented.
“”¦This is clearly going to be a turning point in medical history, and likely the cosmetics industry too. There’s never been a breakthrough like this in ageing research. This is cutting-edge research that Estée Lauder is harnessing.”
Sinclair continued: “I’m very excited that there’s an application that consumers can already get. Twenty years from now – maybe even two years from now – everyone will have heard of sirtuins. We will see drugs on the market that can cure, say, diabetes. And as a side-effect will protect against cancer, heart disease and Alzheimer’s and help you live longer too.
“That is all in the future. But right now, there’s already a safe [skincare] product that shows the practical applications.”
“We are legitimate scientists. And we are believable when we say that this is something very special“ |
Harvard Medical School’s David Sinclair |
Sinclair concluded: “We are legitimate scientists. And we are believable when we say that this is something very special.”
Guarente added: “Immortality and living longer is something that we have always strived for, but until now it’s been wishful thinking. I myself have been awed by the fact that these genes, which we just bumped into in the course of doing ordinary experiments in the lab, seem to have such a far-reaching effect on ageing, and also diseases that are affected by ageing.
“A real breakthrough has already happened and there are more benefits on the horizon.”
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Estée Lauder Senior Vice President Global Research and Development Dr Daniel Maes explained that the goal of Re-Nutriv Ultimate Youth Creme was to slow down cellular activity, so that the skin cells had time to repair themselves properly, which in turn leads to a significant improvement in appearance.
Therefore the new product is targeted at women aged 35 plus -a younger segment than its Re-Nutriv predecessors – as the earlier skin cells are slowed, the better they function as the body ages.
Used regularly, Re-Nutriv Ultimate Youth Creme is said to extend the youthful look and vitality of skin to an astonishing degree. It also promotes the radiance and supple tone that are the hallmarks of younger-looking skin, according to the company.
The creme is presented in the line’s signature platinum and gold livery, complete with folding outer carton. The recommended domestic price point is €245 for 50ml.
Re-Nutriv was first introduced 50 years ago, at a time when the cost of a premium face cream hovered around US$10. To promote it, Estée Lauder herself placed print ads that asked: “What Makes A Cream Worth $115? Come Meet Estée Lauder and Find Out”.
“Everybody wants a little luxury in life,” she concluded.
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