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Elizabeth Arden, one of the most established and well-known global prestige beauty products companies, has tapped the innovation expertise of US CosmeceuTechs, LLC, and its CEO Joe Lewis to collaborate on .
Lewis first partnered with Elizabeth Arden, Inc. in 2005 to launch the brand’s Prevage range. Lewis, a chemist and cosmeceutical skincare researcher, is best known for introducing some of the world’s most innovative skincare ingredients including Alpha Hydroxy Acid in 1983, Idebenone in 2004 and CoffeeBerry® in 2007. He is also the founder of PRIORI® skincare and the scientist behind many successful cosmeceutical skincare brands including MD Formulations.
Elizabeth Arden PRO brand manager Judith Martin explains that Lewis is somewhat of a dermatology celebrity. “[Lewis] has provided the skincare industry with significant anti-ageing technology breakthroughs. He developed the world’s first glycolic acid (AHA) product in 1983 and since introduced some of the skincare industry’s most innovative breakthrough anti-ageing technologies, including Idebenone and CoffeeBerry® in brands such as MD Formulations and PRIORI,” she says.
Lewis’ scientific mindset helped to shape the offerings from Elizabeth Arden Pro. His input is the reason why the company strictly adheres to a skincare strategy called “The Skin Health and Beauty Pyramid™, which is a clinically-based guide to helping professionals and consumers select topical skincare products,” says Martin.
The range is currently professional-only, sold through doctors and qualified cosmeticians. But for consumers, this guarantees that the science behind the range is at the forefront of innovation. As Martin puts it, “[the brand uses] cutting-edge cosmeceutical with new molecules and ingredients which have been peer reviewed and documented in the Journal of Drugs in Dermatology March 2014.”
Lewis’ expertise has been utilised with the Elizabeth Arden PRO range, which embraces his technological breakthrough molecules of potent antioxidants Allyl PQQ (up to 5000 times more potent than Vitamin C) and the first ever Retinoid Conjugate. The range currently contains 15 skincare products, two professional peel offerings, and six mineral skincare products.
The brand’s line-up is growing with the soon to be released Triple Protection Factor with Sunscreens (this product follows the enormous success of Triple Action Protector that launched in October 2014 and has instantly become a cult product). This new untinted version will cater to the needs of all Australian’s including men. It’s a 3-in-1 sunscreen, antioxidant and DNA repair enzyme product in one. Martin says its creator feels strongly about its anti-ageing benefits: “Joe Lewis describes it as being non–negotiable if you want to save your skin from toxic free radical formation in the skin, DNA damage and sun damage.”
The launch of Elizabeth Arden PRO is a result of the surge in cosmeceutical popularity in recent years. Women (and men) are looking for anti-ageing results and are investing in the quality of their skin with dedicated skincare regimes, which are largely only available on the advice and recommendation of a qualified skincare professional.
Martin said of the trend: “As consumers become more demanding in terms of the results they require from their skincare, they are turning to medical providers and qualified cosmeticians who are expert in understanding skincare ingredients and can recommend customised products specifically for diagnosed skin concerns. This is the area that is experiencing the strongest growth in the skincare market.”
Elizabeth Arden PRO products are used to enhance the results of professional in-salon treatments: “The treatments ‘jumpstart’ the home care regimen, accelerating and maximising the benefits of the products for even faster results. They are literally skin transforming and come in the form of facial treatments as well as weekly and monthly peels with no downtime,” says Martin.
The largest area of concern for consumers remains anti-ageing, followed closely by dehydration and hyperpigmentation, three of the five main skin concerns that the brand targets with its skincare offerings as well as mineral creations. Martin says of the brand’s philosophy: “The Elizabeth Arden PRO philosophy is to protect the skin from oxidative stress, which causes ageing.”
Elizabeth Arden PRO offers an opportunity to provide skin therapists and their clients with some of the most advanced skincare technologies available. The combination of these technologies offers simple solutions for clients’ skin conditions with improved efficacy, reduced irritation and overall better results - making it a perfect choice for consumers.
