Estee Lauder to launch European specific skin care products

Estee Lauder  is set to launch in February next year, a new product called Revitalizing Supreme Global Anti-Aging Creme, the brand’s first antiaging skin care product geared specifically towards European women.

From Day One of the development process, every aspect of this cream — the texture, the scent, the name, the advertising — has been based on research conducted with European women,” said Jane Hertzmark Hudis, global brand president of Estée Lauder.

“We have been looking for genes that control defense against environmental assault and protect against aging. And in particular, we have been studying genes related to antistress, anti-inflammatories, antioxidants and detoxification,” said Daniel Yarosh, Senior Vice President, Research and Development, basic science research at the Estée Lauder Cos. “When we follow these biochemical pathways, we come back to one particular gene called Nrf2, which seems to control many different pathways — in fact, up to 200 other genes are all regulated by this ‘master switch.’

WWD reports that the new face creme was created based on research conducted with women in Europe, catering to distinct European desires. According to WWD, Estee Lauder found European women to be "active and pragmatic".

"She considers aging as a natural process and doesn’t identify a specific problem linked to her skin," said Raffaella Cornaggia, [Estee Lauder's regional marketing director]. "She is not obsessed by beauty or by wrinkles. However, when she begins 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."

As opposed to American women, who obsess over every small detail. Laugh lines, crow’s feet, frown lines, dark circles… there’s not a blemish or wrinkle we have not named. But while we may be more obsessive and paranoid than Europeans, at least we’re more confident than the British: this summer, a survey revealed that generally.

Adapted from WWD