FRANCE. Helena Rubinstein (part of L’Oréal Produits de Luxe International) is poised to introduce a new, luxury anti-ageing treatment.
Gold Future will be available in European travel retail from October, before rolling out to the Americas in February 2006, to be followed by Asia sometime later next year.
The product is described as an “energising treatment for exacting women, who want to preserve their reserves of youth and breathe new life into their skin.”
It is said to deliver a golden triangle of vitality, in the form of increased radiance, comfort and smoothness.
Gold Future is claimed to be the first energising treatment to include what the company describes as micro-active gold.
This is a pure, colloidal gold that is particularly effective in promoting cellular renewal and protecting against free radicals, according to Rubinstein.
The inspiration for its inclusion came from Imperial China, where gold was considered the noblest remedy in Chinese medicine. It was used to nourish the blood; stimulate the micro-circulation; revive radiance; and promote defensive energy.
Other key ingredients include “Extremophile” seaweed extract and vitamin CG.
The formula is presented in a rounded, gold-coloured, orb-like pot, topped with a metallic cap. The outer carton is also coloured gold.
Helena Rubinstein Gold Future is available in two versions: one for normal to combination skin, and one for dry skin.
In line with its luxury positioning, the recommended domestic price point is €120 for 50ml.
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