Elizabeth Arden introduces the latest additions to its Prevage collection
Elizabeth Arden has announced the release of its Prevage Multi-Restorative Soft Cream and Prevage 3-in-1 Reset Serum. Pioneering a new era in preventative skincare, these innovations embody the essence of luxury, efficacy and technology, providing a “cosmetic intervention” for ageless skin. This powerful duo offers advanced comprehensive anti-aging solutions and early improvement in skin texture and resilience, as well as reflects the growing interest in topical Botox ingredient Argireline Peptide. The latest additions to its Prevage collection will be introduced to Asia Pacific travel retail in Q4 of this year.
Dynamic duo
The Prevage Multi-Restorative Soft Cream is specifically formulated to strengthen the skin’s dermal matrix and provide collagen support, delivering visible fullness, firmness and lift. The lightweight hydrating cream plays a key role in early prevention, actively strengthening the skin’s foundation.
Clinically proven to renew the skin’s barrier and visibly repair skin, the Prevage 3-in-1 Reset Serum is designed to address multiple signs of aging via its triple-action anti-aging power. The lightweight serum uses Argireline Peptide to relax facial muscles, Carnosine to protect the skin from oxidative stress and Idebenone to prevent collagen damage. Together, these ingredients reverse signs of aging and rejuvenate the skin for a more youthful complexion. Supporting the the movement toward “Notox” (non-invasive alternatives that have a Botox-like effect), the serum works to prevent, correct and protect.
According to American dermatologist Dr. Dendy Engelman, the products also align with two global beauty trends: skincare prevention and “NeuroGlow” (the holistic approach to skincare that emphasizes the connection between internal health and the skin’s health). “[The concept of skincare prevention extends beyond merely addressing existing signs of aging; it emphasizes taking pre-emptive steps to protect the skin from damage and delay the onset of visible signs of aging. With this in mind, the Prevage Multi-Restorative Soft Cream and the Prevage 3-in-1 Reset Serum stand out as innovative solutions that embody the foresight and self-care many seek,]” says Engelman.
“We are very excited to welcome the new Prevage 3-in-1 Reset Serum and Prevage Multi-Restorative Soft Cream to Elizabeth Arden’s Prevage premier cosmeceutical skincare,” adds Susan Zuckerman, Vice President of Global Marketing, Skincare, Elizabeth Arden. “New studies show that Idebenone, the core ingredient technology in our Prevage collection, protects against over 99% of collagen damage for dramatically younger-looking skin. In fact, 100% of women who tested the serum would delay a cosmetic procedure. The restorative cream is a game-changer too, leaving skin visibly firmer, fuller and lifted in just seven days.”
Brand messaging and positive living
Elizabeth Arden Asia Pacific Travel Retail has also been developing the emotional connection of its Prevage collection. In 2023, the team shared a series of short stories on Chinese social media about how the brand supported women at different stages of their lives. This year, the team is building on the success of its storytelling approach with an inspirational song titled “Glowing Prevage Girl,” that instils the “positive living” philosophy behind the brand. The music video showcases the growth of three influencer singers in connection to looking their best while chasing their dreams.
Additionally, Elizabeth Arden has partnered with duty free retailers in China to organize a Prevage-themed beauty masterclass to spread the emotional and functional messaging of the brand. A recent VIP class was conducted in collaboration with Hainan Development Holdings’ Global Premium Duty Free. Attendees took away motivational stories about Elizabeth Arden’s founder and the growth mindset behind Prevage. According to the team, they also discovered the technology and efficacies of Prevage, alongside beauty skincare tips. Plus, attendees took part in DIY grooming activities, while enjoying a Prevage-themed high tea.
“Our beauty masterclass aims to create an experience which connects the mind, body and soul,” says General Manager Yumie Chia. “There is an emotional connection when using our products. It is not just about what the product does to your skin, but also how it makes you feel inside. Prevage instils strength and positivity in our minds.”