Kiehl’s extends Midnight Recovery line with new eye treatment

The new Midnight Recovery Eye from Kiehl’s

L’Oréal Luxe Travel Retail Worldwide is poised to extend a key line from its Kiehl’s brand with the introduction of the new Midnight Recovery Eye treatment. It will be available by mid-October in Europe-Middle East-Africa travel retail doors, before rolling out to the Americas and Asia in November-December.

The new eye treatment is described as the ideal companion product to the best-selling Kiehl’s Midnight Recovery Concentrate. It is said to help achieve fresher, younger looking eyes overnight, by diminishing puffiness, fine lines and wrinkles.

The formula is fragrance-, paraben-, and mineral oil-free. Its key active ingredient is Butcher’s Broom, a root extract known to increase microcirculation. This is complemented by other active essential and botanical oils, namely squalene, evening primrose and lavender, which are said to fortify the thin skin underneath the eyes.

Kiehl’s Consulting Dermatologist (Founder of Tribeca Park Dermatology in New York City) Dr Adam Geyer explained: “Eye treatments high in anti-inflammatory properties and replenishing lipids are essential to maintain healthy and younger looking under-eye skin.

“Much of the skin’s energy during the day is used to protect itself, with less energy to spare on repair. Therefore, the primary activity of the skin during the night, when one is not exposed to as many damaging free radicals, is to repair itself, especially in the fragile eye area, which is prone to puffiness and early signs of wrinkles.”

The recommended domestic price point for Kiehl’s Midnight Recovery Eye is US$36 for 15ml.

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