“An incredible discovery” – Dior launches Capture Totale C.E.L.L. Energy into global travel retail

In a major travel retail development, Dior is launching what it calls its biggest-ever skincare discovery, Capture Totale C.E.L.L. Energy, into the channel globally throughout January and February.

An ambitious launch programme is being supported by a series of pop-ups in key travel retail doors, providing high-impact retailtaiment via various touchpoints: Capture Totale beauty classes, skincare consultation and gift personalisation.

“Thirty years of expertise propelled us towards a major discovery about stem cells, so incredible that it opened the door to Dior’s prestigious scientific partnerships. Today, we can finally reveal this discovery.” – Dior Scientific Communication and Environmental Director Edouard Mauvais-Jarvis

To mark the launch, The Moodie Davitt Report is publishing a special edition of its eZine Spotlight Series later this month dedicated to Capture Total C.E.L.L. Energy that explores the new product’s research origins, scientific and eco credentials and travel retail plans.

The publication includes a fascinating interview with Dior Scientific Communication and Environmental Director Edouard Mauvais-Jarvis, who said, “Everything has come together to make something unique. I have never worked on anything that is so interesting and where everything is so well embedded and articulated to make something that is completely amazing in terms of results.”

Dior built on its stem cell expertise and applied its knowledge of flowers combined with the company’s ingredient vectorization expertise to develop Capture Total C.E.L.L. Energy, which revives the vital energy of cells and gives the skin a healthy glow.

“Hundreds of trials were necessary to combine, in one skincare formula, a high concentration of natural-origin cosmetic ingredients, new-generation hyaluronic acid and a new vector capable of guiding ingredients deep beneath skin for immediate, lasting efficacy” – LVMH Recherche President Bruno Bavouzet

Dior Scientific Communication and Environmental Director Edouard Mauvais-Jarvis: “I have never worked on anything that is so interesting and where everything is so well embedded and articulated to make something that is completely amazing in terms of results”

This technology’s effectiveness has been measured for the first time thanks to deep learning. The key finding was that stem cells, which comprise only 0.2% of all our skin cells, are responsible for the skin’s vitality.

“Stem cells are rare,” said Mauvais-Jarvis. “The source of all tissues, they are extremely valuable: One single stem cell can generate millions of new cells. This rarity makes them particularly difficult to study. Dior Science has implemented a new protocol to reprogramme skin cells as stem cells and then study the evolution of their vitality. By comparing young stem cells obtained from a 20-year-old donor with stem cells from a 40-year-old donor, Dior Science has made a major discovery in skin aging.

“Contrary to what was thought, stem cells don’t decrease in number over time: they decrease in energy potential,” commented Mauvais-Jarvis. “This decrease goes hand in hand with the decline in all cellular functions and the overall vitality of the face.”

As a result of the energy potential of stem cells decreasing by 50% over time, nearby weakened cells experience a decline in their vital functions (energy, regeneration, self-repair, healing, cell production and strengthening).

LVMH Recherche President Bruno Bavouzet said: “Capture Totale C.E.L.L. Energy was created thanks to the biological, dermatological, and formulation work and expertise of our Dior researchers at Hélios [the LVMH Group Perfumes and Cosmetics Research Center -Ed]. The Super Potent Serum is the embodiment of this expertise, concentrated in technology.

“Never before have we made such advances in terms of efficacy and formulation. Hundreds of trials were necessary to combine, in one skincare formula, a high concentration of natural-origin cosmetic ingredients, new-generation hyaluronic acid and a new vector capable of guiding ingredients deep beneath skin for immediate, lasting efficacy.”

A rendering of the launch pop-up with CDF-Sunrise Duty Free at Shanghai Pudong Airport (above) and with China Duty Free Group at Daxing International Airport, Beijing (below) where Capture Totale C.E.L.L. Energy is launching this month

Summing up the launch, Mauvais-Jarvis said, “Monitoring medical advances to identify the most relevant and be first in applying them to cosmetics: this is the Dior philosophy, now more topical than ever. For 50 years, our skincare has embodied this vision of innovation, one brilliantly illustrated through the story of Capture.

“Thirty years of breakthrough innovations through excellence-driven scientific partnerships have led to the accumulation of our most valuable asset: expertise. This expertise propelled us towards a major discovery about stem cells, so incredible that it opened the door to Dior’s prestigious scientific partnerships. Today, we can finally reveal this discovery.”

Mauvais-Jarvis said that the new skincare range is focused on the restoration of cellular energy to reactivate the skin’s vital functions and youthful beauty. “The new Capture builds on the formulation know-how that is integral to our brand. Our expertise gives rise to well-honed, modernised and refined formulas that combine natural ingredients, sensory delight and performance,” he said.

Capture Totale C.E.L.L. Energy will launch with King Power International in Thailand next month

“Performance is an essential value of Dior skincare, and Capture in particular,” said Mauvais-Jarvis. “Fueled by a desire to take it to the next level, for the first time, we used artificial intelligence to go beyond visible signs and measure what, up until now, was not measurable, the key to our perception of age: the face’s visible health and vitality.”

A unique floral complex

Dior Science sources its ingredients from nature, what it described as “an incredible source of inspiration and potency”. Flowers have always been an important part of the Christian Dior creation process. Flowers, the most advanced plants in the plant kingdom and a source of unlimited skincare ingredients, inspire Dior Science throughout the entire skincare creation process:

  • Molecular identification and analysis of the most active and extraordinary species on the Maison’s biological targets;
  • Cultivation without chemical fertilizers or pesticides out of respect for the local ecosystem in the Dior Gardens;
  • Environmentally responsible extraction processes allowing the most concentrated active molecules to be delivered;
  • Evaluation of the biological effectiveness of ingredients on advanced skin models and cell cultures.

Dior ethnobotanists screened 1,667 ingredients allowing Dior Science to select a unique complex of 4 flowers that work in synergy to revitalise cells and revive all vital cell functions.

These flowers, Dior said, have an extraordinary regenerative power:

  • Madagascan Longoza
  • Chinese Peony
  • White Lily
  • Chinese Jasmine

Dior researchers have demonstrated that the combination of these four bio-revitalising flowers offers a much wider proteomic spectrum. Their synergistic action revives the energy potential and restores the regenerative power of stem cells – “the skin’s core powerhouses” as Dior calls them. “This combination of super powerful ingredients is the force behind the new Capture Total C.E.L.L. Energy technology,” it commented.

Capture Totale Super Potent Serum

The Super Potent Serum was developed to be “super-performative” in age-defying. A concentrate of vital energy in a bottle, encapsulating all the Capture Totale C.E.L.L. Energy technology, it is the range’s key formula.

With an ultra-active texture in affinity with the skin, the Super Potent Serum offers an intense regeneration for a skin-firming effect and a powerful treatment for all signs of aging.

It is enriched with an exclusive, next-generation hyaluronic acid with a low molecular weight, transformed 4 times to increase its bioavailability. This in turn delivers its (targeted) penetration and longevity (13 times greater than a standard hyaluronic acid, making it more resistant to deterioration and, consequently, active for longer in the skin).

This formula offers complete, boosted correction, Dior says. “Instantly, the skin appears suppler and wrinkles are visibly smoothed. After 7 days, this serum improves the skin’s tone and radiance. The plumping effect intensifies over time, for naturally fuller, firmer skin. It radiates with a healthy glow.”

Capture Totale C.E.L.L. Energy was created thanks to the biological, dermatological, and formulation work and expertise of Dior researchers at Hélios, the LVMH Group Perfumes and Cosmetics Research Center

The new Total method developed by Dior biologists

From the development of formulas to product use, a new Capture Totale C.E.L.L. Energy ritual has been designed by Dior biologists to embody a “complete age-defying and total youth-infusing vision”. Every ingredient and every step is designed to act in synergy to:

  • Condition the skin (Gentle Cleanser, Serum-Lotion)
  • Deeply treat (Super Potent Serum)
  • Intensely comfort (Creme, Eye Cream).

All formulas boast Bio-Cellular Technology, along with specific and complementary ingredients.

Going strong on Globuy

As a lead business partner of The Moodie Davitt Report, Dior’s story will also appear in Chinese and with a consumer voice on fast-growing Chinese B2C WeChat social media account Globuy [玩转全球免税], as part of a new collaboration between Globuy owner Extra-Aile Media in Shanghai and The Moodie Davitt Report.

Globuy aims to become “the KOL of Chinese travel retail” and already has 400,000 followers and a monthly audience of 1 million views for its WeChat social media platform promoting new launches, product availability, promotions and special offers. Underlining the strong affinity and complementary nature of the two companies work, Globuy has dubbed The Moodie Davitt Report “the KOL of travel retail B2B media”

Under the agreement, selected stories from The Moodie Davitt Report.com’s lead brand partners in beauty, fashion, luxury, confectionery and premium spirits are also published by Globuy in Chinese. These include product reviews by the Globuy team.

Globuy is promoting The Moodie Davitt Report’s platform to China’s travel retail sector and to its own consumer audience in China. The Moodie Davitt Report subsequently also publishes a curated selection of Chinese consumer feedback on the chosen stories and will reveal the results of regular consumer surveys conducted in association with Globuy.

 

 

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