Yves Saint Laurent (YSL) has unveiled a key new anti-ageing product called Forever Youth Liberator. It will be introduced to travel retail worldwide from February.
The launch dovetails with brand owner L’Oréal’s well-documented intention to further strengthen the skin care pillars of all its brands, but particularly its “couture” houses such as YSL and Armani.
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Forever Youth Liberator, YSL’s new flagship anti-ageing collection, will be available in travel retail from February |
In late 2011 Managing Director of L’Oréal’s Luxury Products Division Nicolas Hiéronimus told The Moodie Report: “Our role as [market] leader is to innovate and bring new and exciting products and retail concepts to our consumers. Our latest launches are doing extremely well, and we also have some big initiatives coming on Yves Saint Laurent, within fragrance and make-up. Next year we also plan to enter the skin care market strongly with YSL, with a product called Forever Youth Liberator.”
The new line harnesses the discoveries of Glycobiology, described by MIT (Massachusetts Institute of Technology) as one of the 10 sciences that will change the future of medicine. Glycobiology represents a decisive breakthrough in understanding biological mechanisms. Specifically, glycans are found most commonly on the surface of cells. They are essential to their binding and play a crucial role in cutaneous equilibrium.
However, their level diminishes over time, leading to the “locking” of the cells. YSL has identified an innovative combination of glycans, called Glycanactifâ„¢, which unlocks the cells to reactivate their vital functions and release youth-promoting messages at all levels of the skin. This breakthrough complex is said to recreate glycans lost with age, and promote the synthesis of matrix components of the skin architecture, as well as skin regeneration mechanisms.
As a result, according to YSL, skin is instantly evened out, glowing and radiant. Over time, skin becomes more toned, firmer, smoother and more supple.
The Forever Youth Liberator Collection comprises a Cleansing Foam, Lotion, SPF15 Fluid, Creme, Nutri Creme, Eye Crème, SPF Creme and Serum. The latter is described as the star product of the line, as it features the highest concentration of Glycanactifâ„¢, to stimulate regeneration deep within the skin and boost youth-promoting functions.
The Serum and Cremes are presented with applicators which ensure ultra-precise application: a dosing pipette or spatula, to be followed by gentle massage. Each formulation aims to deliver the perfect balance between powerful, targeted efficacy and sensory appeal.
YSL’s SkinScience team (a committee of experts from various entities of L’Oréal Research, plus external consultants) has created a clinical diagnosis tool for apparent skin ageing, called My Youth Index. It aims to determine the three most noticeable signs for each woman (for example, wrinkles between eyebrows, wrinkles around the lips, shape of the lower part of the face) in order to target her perceived age most effectively.
The efficacy of Forever Youth Liberator products has been determined using the My Youth Index. In clinical trials, after one month, visible aesthetic improvements were observed, regarding these three identified signs.
My Youth Index will be used at the POS as a tool for making diagnoses, and for providing recommendations for application techniques, adapted to the needs of each customer.
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