SHISEIDO ADDS TO BENEFIANCE LINE



ShiseidoAfter analyzing the skin of women around the world, Shiseido discovered that wrinkles in the eye area can be categorized into five types, and appear in a gradual progression. To combat these signs of aging, Shiseido is introducing Benefiance WrinkleResist24 Intensive Eye Contour Cream—a new formula designed to specifically counteract all five types of eye-area wrinkles.

By testing more than 20,000 effective ingredients, Shiseido scientists found mukurossi extract to be the one that most effectively offsets heparanase, which is the wrinkle-triggering enzyme that launches the formation of wrinkle-inducing blood vessels in the epidermis.

“Mukurossi extract comes from the Chinese mukurossi fruit, which is often called the ‘no sickness fruit,’” said Yumiko Nishikawa, director of marketing for Shiseido. “This key ingredient works with chorella extract and gambir extract to suppress the wrinkle formation process.”

To relieve dryness, one of the main causes of fine lines and wrinkles appearing around the eyes for the first time, Shiseido included their patented humectant, super bio-hyaluronic acid N to offer extreme moisturizing benefits.

To target sagging skin and wrinkles caused by muscle weakening, burnet extract is added to help energize cells, and hydroxyproline is used to promote the generation of collagen, while increasing firmness and elasticity.

“The powerful blend of ingredients gives this cream the ability to not only improve existing wrinkles, but to fend off future wrinkles as well,” said Nishikawa.

Benefiance WrinkleResist24 Intensive Eye Contour Cream is available this month for $55.00 at department stores nationwide, as well as shiseido.com

If you are interested in advertising in Cosmetic World, please contact: Debra Davis 212-840-8800 x245
ddavis@cosmeticworld.com