Estée Lauder, the renowned American cosmetics brand, is taking a fresh approach to anti-ageing by centering its strategy around the science of longevity. As people live longer, there is a growing interest in not just extending life expectancy, but also in enhancing quality of life. Recognizing this trend, the beauty industry is now delving into the topic of longevity.
To address this new focus, Estée Lauder is unveiling Skin Longevity, a platform dedicated to new product innovation, extensive training for longevity experts, and funding research at the prestigious Stanford Center on Longevity. This move aligns with the increasing popularity of longevity-related products and practices in the beauty and wellness sector.
A significant innovation from Estée Lauder is Sirtivity-LP, a patented technology that not only slows down the aging process of the skin but also visibly reverses it. In January 2024, the brand will introduce Re-Nutriv Ultimate Diamond Transformative Brilliance, a cream utilizing Sirtivity-LP to noticeably reverse signs of aging in just 14 days. Priced at approximately €350 and sold exclusively through selective retailers, this premium product will be supported by the incorporation of the groundbreaking technology into other Estée Lauder makeup and skincare lines as well.
In addition to product development, Estée Lauder has assembled a group of longevity experts from diverse fields. This panel, comprising Estée Lauder scientists and external specialists, will act as the brand’s representatives and spokespersons on the subject of longevity. Furthermore, Estée Lauder has pledged its commitment to supporting the Stanford Center on Longevity, an interdisciplinary research institution at Stanford University. The brand will be the first contributor to the center’s new program on aesthetics and culture.
Estée Lauder is not alone in exploring the concept of longevity in the beauty industry. Other brands like Clarins and Beiersdorf are also conducting studies in this area. The launch of the Skin Longevity platform comes at an opportune time for Estée Lauder, as the company has recently faced declining sales. In the first quarter of the 2024 financial year, the Estée Lauder group experienced a 10% decrease in sales, attributed to challenges in the travel retail business in Asia and a slower recovery in high-end products in mainland China.
As the cosmetics industry embraces the pursuit of longevity, Estée Lauder aims to position itself as a leader in this emerging market. With its innovative products and commitment to longevity research, the brand is poised to leave a lasting impact on the beauty and wellness industry.
Useful links:
1. Longevity and Aging
2. Anti-Aging Strategies
