Est裠Lauder to launch anti-ageing innovation

Est裠Lauder is introducing a range of anti-ageing moisturisers which the cosmetics company claims “breaks new ground” and “reinvents the anti-wrinkle moisturiser”.

Estée Lauder is introducing a range of anti-ageing moisturisers which the cosmetics company claims “breaks new ground” and “reinvents the anti-wrinkle moisturiser”.

The company says its Time Zone Line and Wrinkle Reducing Moisturisers are the first to “target and measurably reduce” the appearance of wrinkles by “helping skin behave in a younger way”.

The three products – SPF 25 Creme for Dry Skin, SPF 15 Creme for Normal/Combination Skin and SPF 15 Lotion for Normal/Combination Skin – are due to arrive in stores in January. The moisturisers, which are lightly perfumed, will also be sold on the Estée Lauder website.

The products contain “technology” that has been developed following a five-year, “age-measurement” study that found patterns of ageing. The new formulation contains Tri-Hyaluronic acid complex and Sirtuin EX-1. Estée Lauder claims the effects of the combination is an “industry first”.

The Tri-Hyaluronic acid complex is a blend which the company says works at multiple levels to help replenish, rebuild and sustain a moist environment for youthful-looking skin. Sirtuin EX-1 helps skin behave in a younger way.

It is thought Estée Lauder is planning to incorporate the new technology, which it has invested heavily in, across some of its other skincare brands. The company owns several other brands, including Clinique, Origins, Prescriptives and Aveda.

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