Positioned as the world's first concentrated serum formulated to
protect and hydrate skin that is stressed by smoke (eg from wildfire, cooking and more).
Product concept
Prevents skin inflammation/irritation caused by smoke pollution from wildfire, fireplaces, cooking, tobacco smoke and more.
Creates a protective shield to minimise oxidative stress caused by smoke, and in turn premature skin ageing.
Can be applied directly to skin (even on top of makeup) or mixed in with other skincare products.
Dosage recommendation varies according to the level of smoke in the atmosphere.
Taps into charitable trends with the brand gifting one bottle to a firefighter with every bottle sold.
Ingredients
Includes MossCellTec, which works using the ancient intelligence of moss DNA − deemed the planet's first plant to have outlived the most severe environments (including massive fires) millions of years ago.
Trend
Targets the 45% of US skincare users who expect their facial skincare routine to protect skin from the environment.
Launched: April 2022 in the US, $45
Base: US: 1,536 internet users aged 18+ who use certain skincare products at home
Source: Kantar Profiles/Mintel, March 2021
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