L’Or蠬 extends Skin Naturals to over-50s

L’Oréal is extending its Garnier Skin Naturals into skin care for the over-50s. The Vital Restore range will be launched across Europe in March.

The four-strong range includes a day cream, night cream, eye cream and an anti-age spots serum, which all contain orchid extract. It is claimed that it can combat age-spots, promotes hydration and reinforces the skin’s structure.

The orchid extract is gathered by a laboratory process because the particular species, Orchis Mascula, is endangered. The flower is thought to be beneficial due to its ability to store water. A similar orchid extract has been used in Guerlain’s super-premium Orchidée Impériale, which costs over £250 for 50ml.

Vital Restore is aimed specifically at the over-50s, especially at women with skin affected by a drop in oestrogen levels, often experienced by women in this age group, resulting in a loss of firmness, dryness and age-spots.

The new range will slot into Garnier’s Skin Naturals brand, forming a fourth pillar to the brand which already consists of Pure for oily skin and imperfections; Fresh for normal and combination skin; and Lift for anti-wrinkle products.

Vital Restore will be sold at a similar price as the rest of the Skin Naturals lines, with products selling for between £9.99 and £11.99.

The Vital Restore range will use similar packaging to the other Skin Naturals ranges, but will be colour-coded in deep pink, in contrast to the blue Pure range, the green Fresh range and the red Lift range.

It is expected that L’Oréal will support the launch with a heavyweight advertising campaign.