FRANCE. Lancôme has overhauled and expanded its Rénergie anti-ageing franchise.
The new Rénergie Morpholift collection (pictured left) will be available worldwide from January.
The Rénergie Morpholift range is said to provide a 3-D lifting effect – as inspired by the latest cosmetic surgery techniques.
It achieves this via an extremely fine mesh, formed by combining micro-particles of silica with proteins, which retracts to lift and re-stretch the skin, while respecting facial curves.
The formula is said to produce more than 25,000 micro-lifting actions, which work on different points of the face to give a made-to-measure lifting effect. According to Lancôme, curves are replumped; the skin’s architecture is strengthened; the face is rejuvenated; and subsidence is delayed.
Ultimately, volume is restored, the skin is firmed and wrinkles are smoothed.
Lancôme’s Scientific Director Dr Véronique Delvigne explained: “Over time, it is the whole morphology of the face that changes: not just wrinkles that grow deeper, but also volumes and sizes that change.
“This is explained in-depth by the gradual subsiding of support tissue. To rejuvenate a person’s face, you not only have to “lift” it, you also have to take a close look at its volume.”
There are three key items in the Rénergie Morpholift line. Rénergie Morpholift Active Re-defining Treatment 50ml (which replaces Lancôme’s Rénergie Intense Lift product) is a pink-coloured cream for use on the face and neck.
Rénergie Morpholift Eye Contour Treatment 15ml (which again replaces Lancôme’s Rénergie Yeux) has been designed for use on the more delicate eye area, and is also said to reduce puffiness and dark circles.
Rénergie Morpholift Flash Lifting Serum 30ml is described as ultra-concentrated and enriched with a super-stretching polymer. It is said to deliver an instant lifting effect and should be used daily before the cream, focusing on facial contours.
The recommended price points are €75, €45 and €65, respectively.
Two other items complete the range: Rénergie Morpholift Mask, and a make-up product, Teint Rénergie Lift.
Lastly, Lancôme has created a new anti-ageing night treatment, Rénergie Nuit (pictured above). The product is said to help the skin repair and restructure its tissue.
It features stimulating active ingredients, a mild exfoliator and vitamin E. The result, according to Lancôme, is smoother, more rested-looking skin, a reduction in wrinkles and fine lines, and significant improvements in skin tone.
Rénergie Nuit – also available from January – will be priced at €86 for 50ml.
In other news, the L’Oreal group is preparing to introduce the debut women’s fragrance from Dutch design duo Viktor & Rolf (The Moodie Report.com, 8 October 2004).
Flowerbomb (pictured left) will be launched in Europe in March 2005, before being rolled out globally. The travel retail introduction will be simultaneous with the corresponding domestic markets.
The recommended domestic price points will be €98 for the 100ml edp spray and €75 for the 50ml version.
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