Moodie Davitt snapshot: Dior Capture Youth
– Skincare regimen comprising a crème and five serums
– Suggested travel retail price point: US$90.25 per product
– Launching this month in global travel retail
Source: The Moodie Davitt Report
Parfums Christian Dior has launched a new active age delay regimen, called Capture Youth, into global travel retail.
Capture Youth comprises an “ultra-prevention” crème to help delay visible signs of ageing and five complementary serums which are said to fade away signs of ageing as they appear.
Both the serums and the crème have a suggested travel retail price point of US$90.25.
Capture Youth incorporates research by Dior Science in partnership with the Université Pierre et Marie Curie. Together, they discovered the existence of an intra-cellular antioxidant defence system in the epidermis: glyoxalase.
Glyoxalase, which is weakened by time and environmental factors, determines the skin’s ability to resist visible signs of ageing. By acting directly upon this natural process using the right dose, Dior states that cosmetic skincare can boost the skin’s power to stay looking young.
“Capture Youth technology acts directly on glyoxalase for a personalised control of the skin’s total antioxidant system, ahead of time,” the company said.
The Age Delay Advanced Crème contains the highest concentration of antioxidant Iris Florentina and a botanical mesh that stimulates the epidermis’s internal resistance process. The crème is also claimed to instantly smooth skin while retexturising and toning it.
The Glow Booster serum is said to brighten the complexion and act on skin texture irregularities through vitamin C, murunga plum and Alpha Hydroxy Acid (AHA).
Plump Filler serum contains three different weights of botanical hyaluronic acid molecules to rehydrate and plump skin.
Matt Maximizer combines lactic acid, pink clay and zinc gluconate to regulate sebum production, control excess shine and refine the skin’s texture. The product is designed as a daily solution for combination skin, an imperfection eraser and a soft-focus matte blur.
The Lift Sculptor is claimed to combat the lack of skin tone and elasticity through a formula of natural polyphenols from green and white tea.
The Redness Soother contains cotton peptides to soothe and protect skin while reducing redness.
The regimen can be customised in three different ways:
Layering – apply the serum first then the crème
Intensive Treatment – apply a serum then the crème for 30 days as a cure when the skin is particularly stressed (change of seasons, fatigue, etc.).
Mix & Match – mix two to three drops of serum directly in the crème
English model and actress Cara Delevingne is the face of the Dior Capture Youth skincare line.
Dior said: “With her irreverent charisma and tongue in cheek sense of humor, she upholds the values of a range that reinvents the codes of skincare.
“In a raw, unpretentious decor, she naturally embodies the spirit of Capture Youth, designed for a generation for whom luxury is synonymous with efficacy.”