Beauty companies are emphasizing the importance of local beauty practices by tailoring products to regional preferences. Estee Lauder is leading the charge with its upcoming Revitalizing Supreme Global Anti-Aging Creme, set to launch on European shelves in February 2011. It is the first global anti-aging skin care product created specifically for European women. Intense research revealed that serums are less popular than creams with European women. In Asia, 52% of women regularly apply a serum while in Europe, only 21% apply a serum. The Lauder survey also discovered that European women consider aging a natural process and don’t identify a “specific problem linked to her skin. She is not obsessed by beauty or by wrinkles. However, when she beings to notice certain changes in her skin, she wishes to delay them. She favors simplicity in her skin care, as well. In short, she seeks a complete solution,” reported Raffaella Cornaggia, regional marketing director, Estee Lauder for Europe the Middle East and Africa.
With half of Europe’s skin care sales represented by the anti-aging category, Lauder’s research and development team has been looking for genes that control defense against environmental assault and protect against aging. This study led them to the Nrf2 gene – “the master switch” for 200 other genes. “In genetic studies, wherever we find an active Nrf2 gene, we find longevity and protection against aging,” explained Daniel Yarosh, senior vice president, research and development, basic science research at the Estee Lauder Cos. To activate this “master switch,” Lauder found a black bamboo extract that has this capability. This became the foundation for the Revitalizing Supreme formula’s IntuiGen Technology. It also includes SIRT-1 Technology that gives cells extra time to carry out restorative functions and micro drops of water for hydration. Benefit claims include smoother, clearer, firmer and more uniform skin in just one month.