FRANCE. Helena Rubinstein (the L’Oréal group) has extended its high-end Prodigy skincare franchise with a new treatment, Prodigy Extrême Ultimate Anti-Ageing Concentrate. It is already available in European and US travel retail markets, and will be rolled out to Asia from September.
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Rubinstein takes Prodigy to a new Extrême and builds on Lash Queen with Feather Collection | |
The product is sad to breathe “new life” into skin, while combating radical signs of ageing such as wrinkles, loss of density and sagging.
To discover more about the ageing process and how best to counter it, Rubinstein joined forces with the Laboratoire de Biologie des Tissus Conjonctifs de Liège, a centre of excellence renowned for its research with NASA and its work on the skin’s extra cellular matrix.
The company discovered that broken “cellular bridges” (also known as integrins) trigger the acceleration of certain ageing mechanisms. Key Prodigy ingredient Extreme Bio-Sap (manufactured from botanic native cells of sequoia and grape blossom) is claimed to reactivate integrin function and re-start cellular activity.
The result is softer, more luminous skin that is firmer, denser and more defined, according to Rubinstein.
Prodigy Extrême Ultimate Anti-Ageing Concentrate will retail domestically at around €190. Prodigy Extrême Eye and Lip is priced at €115.
In other news, Rubinstein has built on the success of its Lash Queen mascara with the Lash Queen Feather Collection, available now in European and Asian travel retail.
Available in three shades – black, brown and grey – each is decorated with a different design created by students at Penninghen School of graphic arts, interior architecture and design.
The mascaras feature an “anti-gravity” texture that coats lashes one by one, with feather-light volume, claims Rubinstein. A streamlined feather-shaped wand offers two flat brushes for instant loading, and two separating combs.
The suggested domestic price point is €30.
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