The Estée Lauder Companies has unveiled The New Eye Concentrate, the next generation eye cream from La Mer.
It is now available in worldwide travel retail.
The line was inspired by the original La Mer The Eye Concentrate, which was launched more than ten years ago.
The new lightweight cream spreads easily around the eyes and fills this delicate area with deep nourishing hydration, said Estée Lauder.
The renewed formula features a triple infusion of the Concentrated Miracle Broth that soothes, hydrates and energises the eye area. It also features the brand’s renewing Miracle Broth, and time-release Encapsulated Miracle Broth.
The New Eye Concentrate has also been enriched with a supercharged mix of brightening molasses and Recovery Kelp, sourced directly from Jeju Island. This Clarity Ferment promotes the skin’s natural self-stabilising process that brightens dark circles, reduces fine lines and smooths wrinkles.
It has also been infused with La Mer’s signature antioxidant-rich lime tea concentrate, which protects the skin against environmental aggressors.
Going strong on Globuy
As a lead business partner of The Moodie Davitt Report, La Mer’s story has also appeared 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. |
