Earlier on this week, I went along to a skin care lunch. That may not be illuminating in itself judging by the number of new skincare product releases that occur on a weekly basis in a huge and ever developing market, but this launch caught my eye as the revolutionary (as always) skincare had been developed by famous Japanese brand, Fujifilm, who have entered into the skincare fray in a move to adapt or die.
I asked the Managing Director why the link to skincare and he explained that the science involved came from the coatings initially used on film. Collagen is not only essential ingredient of photographic film but a key component of skin. Antioxidants prevent images from fading in colour in movie film and also repair & protect the skin from UV damage. Fujifilm have taken this knowledge and applied to skincare, developing the most unique of technologies to prevnt UV rays from weakening both collagin and elastin within the skin.
But does is work? At the dinner held to celebrate the launch, we immediately started applying the different 'Purify, Renew and Regenerate' products to our skin and comparing the results. My favourite, the regenerating night cream (£48), goes on soft and silky smooth and though rich enough to feel the benefit of a night's sleep, doesn't feel heavy or gloopy but sinks in to the skin and leaves a velvety soft feel on application. Meadowfoam seed oil and artemia extract encourage cell repair. maximise moisture levels and provide and anti-ageing effect.
The wonder product that is selling out across the globe since launch (in Japan in 2007) is the Jelly Aquarysta Rejuvenating concentrate (£69) which is a rich, cranberry coloured, gel product (feels like jelly but resurfaces immediately 90 seconds after use) that targets visible signs of premature ageing, darks spots, lines and dull skin and promises to deliver younger, more luminous and 'replumped' skin. Rich in astaxanthin, a powerful natural antioxidant, with three specific types of collagen to improve moisture levels, firmness and elasticity and 95% of women questioned in a survey noticed more luminous skin in just 28 days. The Jelly is recommended to be applied morning and night to cleansed skin before moisturising, so it doesn't act as a sole replacement but and additional step.
The entire Astalift range is available exclusively at selected branches of Debenhams and also from www.astalift.co.uk