Thursday, 29 April 2010

Elizabeth Arden Prevage Private Event

Elizabeth Arden held a private preview for beauty bloggers and some of its fans selected through its Facebook page at House@Dempsey on Wednesday night. The event was to showcase its newly revamped Prevage Advanced Anti-aging Serum.

The Prevage line of anti-aging skincare was first launched in 2005. At that time, I remember it being a truly breakthrough product as it contains the extraordinary antioxidant, idebenone, which was proven to be more powerful than other antioxidants commonly used in skincare.

This chart below shows how idebenone performs compared to other antioxidants such as Vitamins C and E and kinetin. Idebenone has an Environmental Protection Factor of 95+ out of 100. Idebenone is a synthetic variant of Coenzyme Q10, which plays a vital role in cell function. However, the Coenzyme Q10 molecule found in skincare products is too large to penetrate the skin whereas idebenone can do so. Hence, idebenone is much more effective in combating the signs of aging and skin damage.

The Anti-aging Serum has been reformulated to be more gentle and effective even on sensitive skin, by using a new ester delivery system that allows the idebenone to be used when and where it is needed. The serum contains 0.5% idebenone as well as a host of other beneficial ingredients such as bamboo isoflavones, green tea, thiotaine and lipochroman 6.

The Anti-aging Serum is the #1 bestseller for Arden in Singapore. In the US, while the serum is also the #1 bestseller at Arden counters, surprisingly the #1 seller on the Arden website is the Body Total Transforming Anti-aging Moisturiser, which helps to minimise the appearance of age spots, discolorations and sun damage as well as helping to firm and tone skin.

Arden kindly provided a goodie bag with each participant. It included the press kit, the 100th anniversary notebook and samples of the Anti-aging Serum, Day Ultra-Protection Anti-aging Moisturiser SPF30 and Eye Anti-aging Moisturising Treatment. I'll review these after I've tried them out.

Do also check out Elizabeth Arden's (Singapore) Facebook page for more pics and info on upcoming events. The new Anti-aging Serum will have an exclusive launch at Takashimaya in mid-May before being rolled out at the other counters. It will be available in 30ml (S$215) and 50ml (S$331). The 30ml size will only be available during the launch period.

On a non-beauty note, I must say that the food at House was yummy! I have been there several times before and love their sliders (mini burgers) and truffles fries :-)

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