Lancôme has unveiled a new ultra-premium anti-ageing treatment called Absolue L’Extrait. It will be available in the travel retail channel from April.
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Lancôme aims to turn back time with its latest ultra-premium anti-ageing offering, Absolue L’Extrait, on-counter in April |
Described as “the ultimate regenerating elixir”, the product is said to be the most effective anti-ageing cream ever developed by Lancôme researchers.
The formula combines stem cell research and cutting-edge plant biology. The key component is a new active ingredient РLanc̫me Rose stem cells Рobtained through an exclusive biotechnological process. These rose cells are claimed to be capable of stimulating human dermal stem cells, which are found in the deepest layers of the skin, and play an essential role in the renewal of the fundamental layers of the dermis.
In addition to being the image and emblem of the brand, the Lancôme Rose is also a source of inspiration for its researchers. Vibrant fuchsia in colour, it is only grown to order by its creator, in the French region of the Châteaux de la Loire. Annual production is limited to a few thousand plants.
Lancôme has now succeeded in cultivating stem cells from this rose, which can be multiplied infinitely by a biotechnological procedure called Fermogenesis, which provides each stem cell with a gentle growth environment, which preserves its own metabolic rate and all its regenerative potential. There are two million cells in every jar of Absolue L’Extrait.
The anti-ageing formula is delivered within a pearly pink cream-elixir, which changes its texture on application to melt into the skin, according to the brand. It is scented with notes of rose, bergamot, pink peppercorns, jasmine, freesia, woods and musk.
Absolue L’Extrait was evaluated by an independent dermatologist during a clinical study conducted on 42 women, half of whom had sensitive skin. After 11 weeks of application, a significant decrease was noted in seven major signs of ageing (forehead wrinkles, frown lines, crows’ feet, under-eye wrinkles, nasolabial fold, wrinkles around the mouth, facial slackening).
Also after 11 weeks, the study noted a 36% reduction in lines over the cheeks, and a 45% decrease in pigmentation in the lower face.
Absolue L’Extrait is presented in an updated version of Lancôme’s Nutrix packaging, created in 1936 by brand founder Armand Petitjean. The revamped jar features black smoked glass, with gold-coloured accents. It nestles within a jewel-box-style outer carton.
The treatment is accompanied by a “massage petal” applicator: the black portion is for applying the cream; the gold section for massaging it in. The special application procedure has been developed by the Lancôme Laboratories and the Institut Lancôme, in order to maximise the product’s regenerative powers.
The face of Absolue L’Extrait will be actress and brand ambassador Julia Roberts. In line with its premium positioning, the product will be priced domestically at €320 for 50ml.
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