The common characteristic behind the launches is the heavy emphasis on ‘high science’. Some of the brands claim to have integrated advances in cosmetic surgery into their product, whilst others stress the adoption of advances in biochemistry and medicine in the formulation.
Builds on Turbo Beauty 4G trend
This emphasis on radical science and medicine builds upon the trend for Turbo Beauty 4G, which has previously been noted by Mintel as a key movement within the anti-aging sector. The Fountain of Youth is a further progression along this path.
Brands are also offering more "mix-it-yourself" solutions, such as at-home kits, cures and gadgets, to be used after cosmetic surgery and non-invasive procedures. Rather than suggesting this as an alternative to surgery, some products claim to match the effects of medical intervention.
One such product is Dr Brandt's Collagen Booster, which is a concentrated serum infused with a blend of amino acids that are said to boost, preserve, stimulate and maximize collagen levels for younger looking skin. The brand aims the product at those wishing to replicate the effects of collagen treatment at a doctor’s surgery, telling consumers to ‘take the doctor home with you’.
Medispa's Pre-Peel Cleanser also stresses the collaboration with a 'scientific committee' of clinical experts such as dermatologists, plastic surgeons and biologists in the formulation of its latest cosmetic. The product, which is said to exfoliate the skin and reduce the appearance of visible pores and fine lines, is described as the ‘medical luxury’.
Emphasize collaboration with cosmetic surgeons
A further example of this ‘fountain of youth’ trend is the Anti-Aging Oxygen Moisturising Fluid by Lancaster Skin Therapy. The brand claims to have made a beauty innovation in its launch of this ‘new generation formulae’. This refers to the development of a new patent patent pending 02 Fix System which consists of a 3-D matrix of polymers with silicone. Lancaster claims that this new formula helps improve cell metabolism and specifically boost mitochondrial activity, reducing the appearance of lines and wrinkles.
The packaging of these products shares a common emphasis on luxury with functionality. The majority flash the ‘high science’ behind the product on the packaging itself, making consumers aware of the ‘new generation’ knowledge behind the formulation.