Filipinas take pride in looking younger than their age, such that several years after specialized anti-aging creams were first introduced here, still only two percent of the population use an anti-aging product”a figure unchanged since 2008.
This number may sound dismal, but suggests a great opportunity for growth for skin-care brands, hence the beauty brands’ aggressive efforts to educate consumers and introduce innovations in anti-aging.
“Filipinas generally feel that they don’t need anti-aging products because they do tend to age more gracefully,” says Jacqe Yuengtian, senior brand manager of Pond’s in the Philippines. “They feel that an anti-aging cream is needed only when they hit their 40s; otherwise it’s an unnecessary luxury. While the anti-aging market is familiar to most, here, this market has yet to reach maturity. We believe in educating the market.”
This week, Pond’s rolls out the latest iteration of its best-selling Age Miracle line, launched in October at the Pond’s Institute in New York to Asian and Mexican media. The improved formulation claims to renew skin cells by adapting to skin’s unique genetic framework. It’s one formula that adjusts to each individual skin.
While the previous Age Miracle carried the tagline “Advanced CLA Complex,” the new formula now bears the words “Cell ReGEN” to underscore the improved technology. The range now also comes packaged in new, deep ruby-red jars and pump bottles, a subtle change from the old packaging.
Pond’s Age Miracle Cell ReGEN’s so-called Intelligent Pro Cell Complex contains six bio-actives, the newest update on the formula being the addition of 12-HSA or 12-hydroxystearic acid, which is responsible for renewing skin cells by adapting to the uniqueness of each individual’s skin.
It still contains the CLA, or conjugated linoleic acid, which is said to promote faster cell renewal; retinol, which enhances the skin’s ability to produce collagen and repair itself; two retinol boosters; alpha hydroxy acid (AHA), an exfoliant; and glycerine, which enhances skin’s moisture level for a visibly youthful-looking appearance.
Renewal power
Pond’s’ claim is that Age Miracle Cell ReGEN gives skin cells three times more renewal power (based on clinical tests over a period of 15 days, versus subjects whose skin remained untreated). Its claim is that it can visibly reduce fine lines, improve skin’s elasticity, improve moisture and lighten age spots in only seven days.
Dr. Valerie Callender, a dermatologist whose expertise is pigmentation disorders, and who spoke at the New York launch, clarified that, owing to each person’s unique genetic makeup, individuals respond differently to products: some may experience quick and dramatic results, while for others progress may be slower. “Activity varies,” she noted.
The press launch included a workshop at Givaudan in Manhattan, the perfumer responsible for creating the Age Miracle fragrance, as well as a meet-and-greet with celebrity fashion photographer and author Nigel Barker, who has visited the Philippines more than once. Barker spoke about embracing wrinkles when they happen. He clarified that his stance doesn’t run contrary to what Pond’s espouses.
“What I meant was that when you wrinkle, don’t be afraid of them,” Barker said. “If you’re a happy person, you wrinkle and it will show. These are the stories of our life. If you fill it with botox, you remove your story to some extent… People take things a little bit to the
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