The new Soleil de la Mer collectionThe upscale Crème de la Mer brand is set to bolster its portfolio with another pillar category, with the April launch of its new Soleil de la Mer sun collection. The line will be introduced this month to selected La Mer travel retail doors across Europe, the Middle East, Africa and the Americas.
“We were inspired by our love for the sea and our need to be protected from harmful UVA and UVB rays,” explained Corporate Senior Vice President, Global Brand Product Development and Innovation Loretta Miraglia.
“We wanted to take sun care one step further with a reparative line of products that rejuvenates and revitalises the look of skin as well as protects it, focusing on diminishing signs of sun damage that had already occurred.”
Soleil de la Mer was previewed last month, to selected journalists, at Claridge’s in London. According to the brand, the collection was created in direct response to consumer demand.
During an in-depth presentation about the origins and efficacy of the line, La Mer UK Education Manager & Skincare Ambassador Sarantis Tsimilimis explained: “La Mer wanted to create a collection that will allow consumers to play safely under the sun; that allows them to maximise all the benefits of it; while filtering everything that is bad. This is the ultimate [sun] collection, designed for a luxury, discerning consumer.”
In addition to sun protection, Soleil de la Mer nourishes, moisturises and delivers potent anti-ageing benefits, according to Tsimilimis. “And it does this within formulas that are invisible, weightless and swiftly absorbed,” he added.
The collection comprises three products: the Reparative Face Sun Lotion SPF30, the Reparative Body Sun Lotion SPF30 and the Face and Body Gradual Tan. The suggested travel retail prices points are £72.25, £55.25 and £55.25, respectively.
“We wanted to take sun care one step further with a reparative line of products that rejuvenates and revitalises the look of skin.”Loretta Miraglia
Corporate Senior Vice President, Global Brand Product Development and Innovation
La Mer“The Miracle Broth is at the heart of the La Mer brand, but because this collection concerns sun exposure, we adapted the formula by incorporating a different marine active,” explained Tsimilimis. “We discovered a new Golden Algae (Laminaria Ochroleuca) off the Brittany coast in France, and used it to create a new Golden Algae Ferment…which protects and repairs the skin.”
“This Golden Algae grows off the coast of Brittany in a very stressful marine environment and thrives despite intense sun exposure and salty waters,” noted Miraglia. “Its ability to withstand these conditions makes it effective in helping reduce irritation, while hydrating and maintaining the skin’s pH balance.
“Another potent ingredient is Alaria Esculenta, a soft, emollient, leafy brown algae that is known as the “antioxidant of the sea.” It is rich in critical nutrients including Omega 3 and 6 fatty acids, lipids and ATP (adenosine triphosphate) that nourish and help protect the skin against environmental aggressors and free radicals, a sort of first line of defence for the skin.”
La Mer UK Education Manager & Skincare Ambassador Sarantis Tsimilimis: “This is the ultimate [sun] collection, designed for a luxury, discerning consumer.”Other key ingredients include the brand’s Lime Tea Extract, which helps neutralise free radical damage, and La Mer’s Deconstructed Waters, which provide targeted delivery of the formula.
The Soleil de la Mer sun protection products incorporate chemical, rather than physical filters. “This makes sense because we are trying to let the ‘good’ light be absorbed by the skin,” explained Tsimilimis. “A physical block is very different in terms of texture and formula. You have to use a lot of product and it will always look and feel heavy.”
In addition to the Reparative Face Sun Lotion SPF30 and the Reparative Body Sun Lotion SPF30, the Soleil de la Mer collection includes a self-tanning product, the Face and Body Gradual Tan. It is said to deliver a soft, natural-looking glow without sun exposure.
“This is a light, gel-lotion that can be used on both the face and the body,” observed Tsimilimis. “It doesn’t streak, it’s very hydrating, and it delivers a gradual golden tan with no orange undertones, which complements all skin tones.”
He added: “It’s a product that can be used daily; it delivers the maximum colour after 10 days, which will then last for a week. And when it does wear off, it does so in a smooth way, with no uneven patches. It is ideal for use as an after sun.”
The Soleil de la Mer collection works synergistically with the whole La Mer line, according to Miraglia, who recommends consumers maintain their normal regimen, even when at the beach.
“Cleanse, tone and apply a serum,” she advised. “ Personally, I use the Concentrate before and after sun. To layer on protection, apply the SPF 30 for Face and Body over the Gradual Tan or your moisturiser 30 minutes before going outdoors.”
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