The Moodie Davitt Report was on location yesterday for Clé de Peau Beauté’s radiant launch in London. The event celebrated the brand’s new La Crème and its recently opened radiance counter in Harrods. The new La Crème will be launched worldwide in January 2020.
Clé de Peau Beauté’s new radiance counter opened in the famed luxury department store just over two weeks ago, and signals the beginning of the brand’s European expansion.
According to the Shiseido-owned brand, early response to the counter has been very positive and more stores are planned in Italy and Spain soon.
The elegant media event was held in the Serpentine Galleries in London. It was attended by local and international media, VIP clients, and KOLs from all over the world.
The event space featured all eight editions of La Crème from 1982 to 2019. It also included an interactive digital wall where guests can ‘unlock the power of radiance’ by highlighting the science, craftsmanship, and philanthropy implicit in Clé de Peau Beauté’s radiance philosophy.
In the presentation space, Clé de Peau Beauté Chief Brand Officer Yukari Suzuki kicked off the event by introducing the much-awaited eighth generation of La Crème. She said: “Today, we mark another important milestone for the brand the launch of Clé de Peau Beauté’s new masterpiece, La Crème. Intelligent, uncompromising, and exquisite, the new La Crème is more potent and effective than ever before.
“It achieved 100% results in different efficacy tests and has won the 27th Award from International Federation of Societies of Cosmetic Chemists (IFSCC),” added Suzuki.
Clé de Peau Beauté Chief Technology Officer Katsunori Yoshida continued the presentation by exhibiting the cutting-edge technologies behind La Crème’s enhanced formula. According to Yoshida, the new La Crème maximises the regenerative power of skin by studying the science of ‘skin intelligence’. He said, “The power of La Crème originates from the single unique insight of skin intelligence, which is our understanding of skin cells’ behaviour.”
Skin intelligence is the skin’s ability to differentiate good stimuli from bad stimuli. It slows down at night, which is the most regenerative period for the skin. The new La Crème maximises the regenerative power of both the epidermis and dermis overnight by intensifying skin’s overnight intelligence and enhancing the dermis’ regenerative ability.
First, La Creme intensifies skin’s overnight intelligence through its high potency of skin empowering illuminator, which is made of skin boosting ingredients. This includes, Angelica Acutilora extract, perilla extract, theanine, platinum golden silk essence, and Japanese pearl extract.
Secondly, La Crème enhances the dermis’ regenerative ability. It does this by improving collagen production in the skin’s blood capillaries through its new Ceraferment Extract. The discovery of the correlation between blood capillaries and skin firmness won the highest accolades at the recent IFSCC Conference in Milan, winning Shiseido Group its 27th award from the IFSCC.
According to Yoshida, Clé de Peau Beauté’s latest scientific innovations would not have been possible without the extensive research and development resources of Shiseido Group. “Clé de Peau Beauté is a top-level brand within the group. Therefore we have priority access to all of the assets of Shiseido research,” he said.
Clé de Peau Beauté’s glamorous gala dinner was held in the Corinthia Hotel, where guests were treated to an evening of live performances, and a speech by Clé de Peau Beauté global brand ambassador Felicity Jones.
Jones shared her own radiance journey with Clé de Peau Beauté and congratulated the brand on the successful launch of La Crème. She said, “I’m proud to be Clé de Peau Beauté’s global brand ambassador. I have been a huge fan of Clé de Peau Beauté for many years, after discovering it in the kits of make-up artists I was working with on films. Today is a very important milestone for the brand as we unveil the new La Creme.”
Clé de Peau Beauté Vice President Business Planning and Operations Mizuki Hashimoto closed the evening by saying, “We are honoured to present the new La Crème, Clé de Peau Beauté’s new masterpiece earlier today. La Crème sits at the very heart of the brand and brings together unique insights, cutting edge technology and meticulous craftsmanship. We are excited and energised as we look forward to the brand’s endless possibilities ahead.”
“We are convinced that our premium luxury brand Clé de Peau Beauté offers a uniquely luxurious and effective product line-up which will exceed the expectations of even the most discerning woman, to deliver a radiance so remarkable that it emanates from within.”
Check out the event highlights and some snapshots of social media coverage below
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