Lancôme will launch what it believes to be the latest “miracle” anti-aging product next month, with a rose stem cell-based cream.
Called Absolue L’Extrait, each jar of the cream contains two million rose stem cells, with the product suitable for people of all ages to be applied on the face, eye area, hands and chest.
It’s the most noble, the most expensive and certainly the most efficient piece of the Absolue equity,” said Youcef Nabi, president of Lancôme International, referring to the brand’s uberluxurious franchise.
Retailing at €320 for 50ml, the cream will launch in April across Europe, Asia and the Middle East, before reaching the US in June.
Absolue L’Extrait has been dubbed a “miracle cream” by the brand, which began investigating how plant stem cells act on human skin many years ago.
The rose, also the emblem of the French beauty giant, was a particular point of focus. Using a biotechnological cocooning procedure, scientists transformed a cell of the Lancôme Rose into a rose stem cell.
“Once you put these rose stem cells in contact with the human stem cells, you have 63% more of these cells in the skin that stay at their optimum level, which is really a first,” Youcef Nabi, president of Lancôme International, told WWD March 22.
In a press document, Nabi describes Absolue L’Extrait as “the most precious of Lancôme creams because it is, without a doubt, the most effective cream that has ever been developed by our researchers. The miracle cream. The real one.”
Absolue L’Extrait’s jar design takes a cue from that of Nutrix, which was introduced by Lancôme in 1936. Both products’ containers are colored black with gold.
Julia Roberts is the face of the Absolue line and will appear in visuals in-store and in multipage advertorials for Absolue L’Extrait, especially in Asia. Elsewhere, there will be single- and double-page ads featuring the product.
Other companies to have remarked on the benefits of rose stem cells include US skincare brand Dermelect, which last year launched the Dermelect Alpine Rose Stem Cell Skincare line, a range of treatments based on the Swiss Alpine Rose which uses rose stem cells to increase skin’s resilience and boost epidermal rejuvenation.