The very idea of whitening products can strike fear in the hearts of the average Australian consumer. Why, they ask, why would I want my skin to be white? It’s a common misconception that we can easily blame on the name given to this category, which actually serves a much greater purpose than skin whitening.
Elucent’s senior brand manager Chris Mitropoulos says while the international launch of the category was based around the idea of lightening the skin overall, locally, the products serve a different purpose altogether. Consumers in Australia may not yet understand the concept of the whitening category. In Australia, it is built more around brightening and skin tone,” Mitropoulos explains.
While whitening the skin might not be a priority for many Aussie consumers, uneven skin tone has been identified a major sign of ageing. And that’s exactly what Elucent’s new Whitening range targets.
As we age, skin becomes dull and unevenly pigmented,” Mitrolpoulos says. This is primarily due to dehydration and an excess of sun exposure. Excess sun exposure, in particular UVA, stimulates melanocytes to make melanin in the skin. As we age, the melanin is produced in a less ordered (or even) fashion, leading to skin spots and patches.”
Using a multi-functional skin-brightening technology, Elucent Whitening products help to restore the skin’s complexion. Ingredients including vitamins E, C and B3, safflower seed oil, and emblica fruit extract work to reduce discolouration, even out the complexion and restore light and brightness to the skin.
With six products in the range, the Elucent Whitening range offers a complete yet simple skincare regime to help restore and even out the complexion.
- Elucent Even Tone Exfoliating Cleanser: prepares skin by removing dead skin cells.
- Elucent Even Tone Day Moisturiser: contains powerful moisturising agents that work to give the skin a hydrating boost. It also contains SPF 30 broad-spectrum sunscreen to help protect skin from further skin damage.
- Elucent Even Tone Night Moisturiser: contains rich moisturisers to revitalise skin’s appearance and help reduce the appearance of dark spots and discolouration.
- : formulated to brighten the sensitive eye area and minimise dark circles and puffiness. It’s light and fragrance-free.
- Elucent Even Tone Dark Spot Corrector: perfect for use on confined areas of discolouration and dark spots, the Spot Corrector is a concentrated skin-brightening lotion.
- Elucent Even Tone Hand Cream: a luxurious moisturising and skin brightening cream that instantly delivers the moisture hands need while helping protect, nourish and brighten skin.
Elucent Whitening is suitable for all skin types and is designed for anyone concerned about skin dullness or unwanted pigmentation. Elucent Whitening will not change the colour of the skin but will help brighten and even out the skin tone overall. With regular use women can also expect to improve hydration of their skin and protect against UVA to help minimise further dullness and pigmentation,” adds Mitropoulos.
The range is available exclusively at Chemist Warehouse Pharmacies from July 22, 2013.