Premium dermatologist brand Perricone MD has launched a new skincare range that shrewdly targets millennials. With predictions that by 2035, millennials may become the largest spending generation in history (WWD, 2016), the brand is wisely acknowledging the value in talking to them directly.
The US brand’s Pre:Empt range – which comprises an exfoliating pore refiner, a serum, eye cream and oil-free hydrating cream – provides millennial skin with science-backed age defying solutions to pre-empt the first signs of ageing and prolong youthful skin function.
The range is based firmly in the fight against pollution as a growing skin-ageing concern, and introduces Dr. Nicholas Perricone’s newly patented NRF2 Antioxidant Support Complex.
The formula activates pathways within the skin to stimulate antioxidant production, which begins to slow down as the skin ages. Naturally derived from a complex of turmeric, olive leaf, green tea and cress sprouts, it awakens a gene that improves the skin’s ability to combat oxidative stress and environmental aggressors.
Innovatively, whereas many skincare products on the market aim to inject lost collagen, moisture or antioxidants, providing the skin with more tools to fight external aggressors, this range stimulates and accelerates its existing tools.
For more on the rising consumer concerns about pollution and the brands wisely tapping into them, see Pollution Patrol: Protect & Prevent in The Business of Wellbeing: Beauty 360.
For more on Perricone MD, see Enhanced Cosmetics: Make-Up With Benefits in Product Projections 2016: Beauty.