UK. Estée Lauder is replacing its WhiteLight EX whitening collection with a new range, called Cyber White. It is being introduced in Asian travel retail doors this month.
The new products are said to feature “breakthrough skincare whitening technologies” that work with, not against, Asian skin – and within a faster time-scale than previous products.
The range works in four distinct ways, namely to protect, calm, prevent and correct, according to Lauder. The product line-up comprises a Calming Foam Cleanser, Clarity Recovery Treatment Lotion, Hydra Bright Milky Lotion, Hydra Bright Moisture Cream, OverNight White Renewal Crème, Radiant Eye Crème SPF15PA+ and UV Defense SPF30PA++.
The key ingredients include anti-oxidant Resveretrol, said to calm skin, prevent irritation and minimise the appearance of dark spots, and the brightening RHG3 Complex.
“From very early on research into the differences between Asian and Caucasian skin has been one of my priority projects,” commented Estée Lauder Vice President Global Research and Development Dr Daniel Maes. “With the development of Cyber White we have developed a skincare regimen that was designed specifically with the Asian consumer in mind.”
According to Lauder, the stratum corneum of most Asian skin types is significantly thinner than Caucasian skin, making it more delicate and more sensitive to environmental elements. In turn this makes it more prone to hyper-pigmentation, age spots and discolouration, all of which Cyber White is claimed to help combat.
To complement the skincare range, Lauder has created two Cyber White foundations, which are available in Asian travel retail doors from this month.
These are Cyber White Radiant Bright Foundation SPF25/PA++, a 30ml fluid format, and Cyber White Silky Bright Powder Foundation SPF20/PA++, a refillable compact format.
Both are described as brightening products, which address uneven skin tone, dark spots and “distressed” skin. The fluid foundation is available in four shades; the powder version in six.
For the travel retail channel, there will be two exclusive sets, available in Asia Pacific doors from May. The first, Cyber White Serum and Base Set, comprises a 30ml Power Whitening Essence and a 50ml UV Defence SPF30/PA.
The second, Cyber White Serum and Creme set, features a 30ml Power Whitening Essence and a 50ml Hydra Bright Moisture Creme.
Also relaunching this April is the entire Estée Lauder Suncare Collection. In addition to high-quality sunscreen protection, the products incorporate ASP (Anti-Spot Protection) technology, to help minimise hyper-pigmentation caused by excessive sun exposure.
The new Sun Performance Suncare Collection includes Anti-Aging Sun Lotion for Face SPF8, SPF15 and SPF30; Anti-Aging Sun Lotion for Body SPF8, SPF15 and SPF30; and Anti-Aging Sun Spray (oil-free) SPF8 and SPF15.
Lauder’s Sun Performance Self Tan and After Sun ranges are also being repackaged to complement the sun protection range relaunch.
Lastly, Lauder has extended its Body Performance Collection with two new products. Toning Bust Serum and Cooling Gel for Legs are available in travel retail from this month.
The former is said to tone, firm and tighten the skin on and around the bust. The latter is claimed to instantly relieve the feeling of tired legs.
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