Fun Fabulous And Fit At 50!

NEW YORK, May 13, 2013 /PRNewswire/ -- National Women's Health Week is a weeklong health observance coordinated by the U.S. Department of Health and Human Services' in an effort to promote the importance of women's health, empowering women to make their health a priority.  

(Photo: http://photos.prnewswire.com/prnh/20130513/NY12449 )

In conjunction with National Women's Health Week, Vichy Laboratoires celebrates fiftysomething women—a vibrant, energetic group with the experience to take on the world.  In a Vichy consumer survey, 45% of 1,000 50+ women surveyed feel the best part of life after 50 is the self-assurance, self-confidence and wisdom only age can bring¹.    

This demographic is also one that requires skincare to address their specific needs, but to-date, haven't been able to find a solution.  The signs related to hormonal aging are strongly linked to a deficiency in the naturally occurring proteins responsible for tissue reconstruction and skin structure.  91% of the women surveyed by Vichy have never heard of a skin care brand designed to specially address skin going through menopause or hormonal aging¹. 

Realizing the skin changes women go through during hormonal aging are extremely complex and intense, Vichy Laboratoires developed the Neovadiol collection, a line boasting luxurious formulas specially designed to address all signs of hormonal aging, in consultation with experts like dermatologists, obstetricians, gynecologists and psychologists.

Vichy Laboratoires is proud to introduce the latest additions to the line, NEW Neovadiol Gf Eye & Lip Contours and Neovadiol Lumiere BB Cream; these products complete the range, which already includes Neovadiol Gf Day and Night Cream ($55.00, 50ml), specially formulated to address the areas most affected by hormonal aging: the jawline, neck and cheeks.

NEW Neovadiol Gf Eye & Lip Contours ($47.00 for 15ml) is a brand-new formula specially designed to address the fragile skin around both the eyes and lips. Scientists at Vichy discovered the delicate skin around the eyes and lips ages similarly due to hormonal changes and needs to be treated in a similar manner. Creases around these areas are visibly smoother, and skin is visibly plumped and tightened.  The innovative cooling applicator adapts itself precisely to the contours around the eyes and lips to facilitate maximum absorption, while producing a soothing and refreshing sensation.

NEW Neovadiol Lumiere BB Cream ($42.00, 40ml) is a BB cream specially designed for the woman going through hormonal aging. It illuminates and visibly resculpts skin in one step with Vichy's most advanced anti-aging technology. The pigmented cream, formulated with mother of pearl and other mineral pigments, benefits skin in six ways: densifies², resculpts², smoothes, nourishes, evens and illuminates skin. Lumiere is available in one universal shade that enhances any complexion.

During hormonal changes, the process of skin aging is accelerated.  Dr. Rebecca Brightman (OBGYN: MD, FACOG), Vichy's Expert on Women's Health, explains: "Hormonal alterations can affect almost every organ system in the body—and that includes skin. There is a loss of subcutaneous fat and a decrease in skin collagen production and as a result, skin loses its elasticity, causing fine lines, wrinkles and a sagging jawline."

Inspired by research on reconstructed skin, Vichy began extensive ingredient development to address the signs of hormonal aging. The result is a patented combination of two revolutionary ingredients: Pro-Xylane™ and Proteic Gf, which are present in all products in the Neovadiol range.

A synergistic action between these two ingredients effectively addresses the signs of hormonal aging:

• Intense hydration (-50% dryness)³
• Even skin texture (-40.5% roughness) ³
• Smoother lines (-28.6% appearance of wrinkles) ³
• Refined skin on the jawline (-26% sagging) ³
• Toned skin on the neck (-17% slackening) ³
• Plumped cheeks and smooth skin (-17.5% nasogenian fold) ³

¹ Vichy Consumer Survey
² Through hydration for a densifying effect. Skin contours appear smoother as if sculpted.
³ Clinical score on 221 women after 3 months of twice daily applications of Nevoadiol Gf day cream.

The 50+ woman represents 43% of the adult population in the U.S. and 75% of the nation's wealth. However, skin care lines targeting this consumer represent less than 10% of the overall skin care market.  This has resulted in a deeply dissatisfied 50+ beauty consumer:

• 65% of women 50+ feel the beauty industry has forgotten them⁴
• 65% of women 50+ do not identify with beauty products advertised to a younger audience⁴
• 62% of women 50+ research beauty products "on my own because ads for these products are unrealistic" ⁴

Vichy identified that an OBGYN is the expert women rely on most for advice on hormonal aging¹.  In order to better satisfy the 50+ woman, Vichy has partnered with Dr. Brightman and WebMD to educate women about the hormonal changes they go through and how this affects their skin (http://www.vichyusa.com/landing/neovadiol.aspx).

NEW Vichy Neovadiol Gf Eye & Lip Contours and Lumiere BB Cream, and the existing Neovadiol collection is available nationwide at select Walgreens, CVS/pharmacy, Duane Reade and ULTA stores, as well as online at www.vichyusa.com. 

⁴ AARP Media Consumer Panel, February 2012

SOURCE Vichy