Following the success of Lancôme’s Genefique skin care launch, rumoured to be the brand’s most successful skin care launch ever, L’Oréal has launched an anti-ageing gene-inspired skin care range from its L’Oréal Paris brand.
New Youth Code is the result of ten years’ research into establishing the genes and proteins responsible for the youthful characteristics in skin. The research found that young and mature skin behave differently when exposed to external aggressors; researchers found that by identifying this ‘gene expression’ it was able to establish that mature skin takes longer to respond and recover from aggressors than younger skin.
The resulting skin care range uses L’Oréal’s Pro-Gen technology, containing biolysate, a product of fermented bifidus bacteria. The ingredient has been found to have a significant impact on the keratin 6B gene and is claimed to speed up the rate at which genes linked to skin recovery are expressed.
Three products have been initially launched – Rejuvenating Anti-Wrinkle Day Cream, Rejuvenating Anti-Wrinkle Concentrate and Rejuvenating Anti-Wrinkle Eye Cream, said to reduce the appearance of wrinkles around the eye area in just one hour.