TREATING THE SKIN RIGHT
Explaining the magic behind Luxes’ minimalist cosmetics
Fluent in German, Ted B. Suppamitkitsana resides in Zurich, where he can lead a “slow life” despite being in Switzerland’s largest city. “The lake is only five minutes away from the office. After work, I can just jump in the waters and enjoy a splash,” said Ted, a marketing and business-development manager at Luxes Cosmetics.
His facial skin, on the other hand, can always be freshened up with a spritz of Luxes’ iconic 2 Seconds Spray, one of three key items in a novel yet simple treatment concept that goes against the Asian custom of extensively layering skincare products.
“Moderation applies to the use of skincare products, where we take the less-is-more approach,” said the Thai marketer, who has been living in Switzerland for almost two decades.
Over the last five years, he’s kept himself busy building the Swiss cosmeceutical brand and is now expanding the business to his homeland.
In Switzerland, dermatologists prescribe cosmeceuticals that can be obtained at drug stores, whereas in Thailand they are available at certain clinics and organic product stores.
“Synonymous with high quality, the Swissness already appeals,” enthused Ted, who holds a doctorate in management from the University of Edinburgh’s business school.
The premium skincare products feature plant cells and fresh-plant elixirs along with liposomes in delivering active ingredients.
“The effectiveness is not about offering dramatic results,” he said. “The aim is not to replenish the skin from outside-in but allow skin cells to rejuvenate themselves, and this inside-out process takes time. It’s the same as in the natural healing process, which starts deep within, then works its way up to the skin’s surface.”
The skin’s regenerative capacity is supported by a blend of plant cells, fresh-plant elixirs and bio-glycerine plant extracts featured in Luxes formulas. The use of fresh-plant extracts ensures that active ingredients are incorporated in their purest form.
“Because it takes time to grow the plants, the production is of a small scale for our niche products,” he added.
The formulation is without silicone, paraffins or other petroleum derivatives that may disrupt the skin’s lipid metabolism and weaken the skin barrier. The hydro-lipid barrier is instead strengthened by a complex of skin-identical lipid molecules from plant oils such as shea butter, avocado, jojoba and grapeseed oils, along with ceramides.
“Our skincare products speak for themselves, and people know about Luxes by word-of-mouth. Rather than marketing campaigns, we put our money in continuous R&D. This also allows reasonable pricing,” said Ted.
The brand name thus does not refer to luxury, but to “glow”, following its Latin roots, meaning “light”.
Fatigued, irritated and stressed skin can regain a healthy glow with the 2 Seconds Detox Spray, also available in hydrating, anti-ageing and skin-lifting formulas. A skin analysis will identify primary and secondary needs in choosing an Elixirum and the 2 Seconds Spray. Dehydrated skin, for instance, can firstly be treated by the Hydra Filler Elixirum, followed by addressing the signs of ageing with the 2 Seconds Stay Young Spray.
The product effectiveness is then intensified in the third step with the application of the Pure Serum containing argan plant cells, hyaluronic acid and aloe vera.
“The tailor-made regimen will change according to skin needs,” he said. “Whatever combination, our silky and lightweight formulas are readily absorbed and offer freshness and well-being for feel-good skin.”
For more information, visit www.facebook. com/luxesthailand.
Rather than marketing campaigns, we put our money in continuous R&D. This also allows reasonable pricing