Targeting areas of concern

  • Style
  • Tuesday, 14 Jan 2014

A nature-based brand banks on the bark of a tree to give skin more bounce.

WHEN it comes to what makes a face look youthful, it all depends on which part of the globe you’re from.

According to Dr Lieve Declerq, vice president of Basic Science Research Europe and Asia and Global spokesperson for Origins, women in the United States and Europe consider fullness of cheeks and the lifting of sagging skin in the jaw area a key beauty benefit in skincare products. In Asia, the focus is more on a sharp chin line and the appearance of a V-shape at the jawline is considered a mark of feminine beauty.

“When we talk about lifting the skin, we’re referring to the restoration of the youthful bounce that gets lost over time. As we age, our skin naturally produces less collagen and elastin, resulting in sagging skin, especially at the jawline, around the jowls of the face, and near our nose and mouth,” he explains.

By lifting of the skin, Dr Declercq means that it restores a youthful appearance of facial contours.

Origins is introducing its newest addition to the Plantsciption range, the Plantscription Powerful Lifting Cream, an ultra rich cream that helps support natural collagen and elastin, which is touted to result in a firmer, more lifted appearance.

While there are many anti-ageing products in the market, Dr Declercq explains that “science and research has allowed us to expand on the anti-ageing category and target specific areas of concern, and we have some products that target specific areas of the face with multiple benefits.”

The key ingredient in the Plantscription Powerful Lifting Cream is the African Anogeissus, which the brand claims can help repair the appearance of lines, wrinkles and creases.

Through the brand’s research, they found that fibrillin is a critical fibre, vital for the elasticity and firmness of skin, whereby it gives skin “bounce”, like a box spring that gives support to a mattress.

They discovered that the bark of Anogeissus has properties that can stimulate the natural production of fibrillin, which is responsible for supporting the structure of the skin. Along with Anogeissus, this cream features plant derivatives coupled with a hyaluronic acid complex that helps visibly restore volume to the skin that has been lost as we age.

According to a clinical study by Origins, 92% of Plantscription Lifting Cream users showed visibly lifted and recontoured skin in just two weeks of use.

Dr Declercq recommends that one may start using the lifting cream from the age of 25 as it will help maintain skin so that one can keep a youthful and healthy appearance. He advised that the Plantscription Lifting Cream be applied after a serum, concentrating on the jawline and the cheek area for targeted lifting.

*Price: RM255 (50ml). Available at all Origins counters and stores.

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Targeting areas of concern


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