L’Oréal-owned French beauty brand revealed that Lancôme Absolue Premium ßx, a skincare regime targeting women in their 50s will replace the original Absolue line.

Absolue Premium ßx formula has been reinforced with “breakthrough” technology that works to repair and restore the skin’s extra-cellular matrix, a biological continuum that controls and regulates the three layers of the skin - epidermis, dermal-epidermal junction and dermis.

The star molecule that will help reconstruct the matrix, which begins to weaken around the age of 50, is the Pro-Xylane molecule, the fruit of seven years of L’Oréal research.

 

“This is a revolutionary step in the fight against aging,” Lancôme International managing director Odile Roujol explained. “This is far more than an anti-wrinkle [product], we are aiming to reconstruct and replenish the skin for more elasticity,” Roujol told Cosmeticnews.com.

Lancôme will be making Pro-Xylane the backbone for various lines of products. It unveiled in the same week the Neovadiol range from L’Oréal-owned Vichy.

In the Absolue formula, the star active is backed by an “enriched bio network” including wild yam, barley, soy and brown sea plant.

Absolue Premium ßx Advanced Replenishing line comprises a cream and a fluid, both with SPF 15, a night recovery cream, an eye cream and a mask that will hit shelves in the US and Europe in September with Asia to follow in January 2007. 

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