THE PRODUCT

iinto common skincareki products,d bbefore f introducing us to the breakthrough that is the new Absolue Soft Cream formula. This advancement comes in the form of its transformative texture, the TTT, or the thick, thin, thick formula unique to Lancôme. Many of us truly found this astounding, as there was no way that a formula could encompass three different textures at once. But, well… if any brand could do it, it had to be Lancôme. of the first houses to design its own rose: The Lancôme rose. After thousands of hybridisations, it was selected for its beauty and resilience. Transformed through various processes which include biotechnological ones, its active ingredient has regenerative powers and is found in the heart of the Absolue Soft Cream. Results of studies that were shown within 28 days were shared with us. These studies, which include 52 women, showed that Absolue’s promise of revitalised, transformed, regenerated and hydrated skin is indeed fulfilled. After only one application of Melt-in Cream, the skin begins a repairing process. It appears to the naked eye not only soothed and more comfortable, but also strengthened, toned, and more elastic. After one week, the skin is reactivated and regains radiance as well as appears considerably more rested. After one month, and it is the women who say so, the skin is changed: 87 per cent agreed it was more supple and 90 per cent said their skin felt regenerated.

Mind you, we have not caught sight of the new product in person—our only insight as to the new gold jar has only been through photos. So, for the reveal, we were invited to open a door to a room… filled with hundreds of roses! It spanned the entire room, leaving enough space for a tiny walkway that led to the cleared centre, in which the new Absolue Soft Cream sat invitingly, along with a single rose that stood out among the rest. We then understood Lancôme’s catchphrase: ‘Out of thousands, you are the one.’