PERRICONE MD READS BETWEEN THE FINE LINES AND WRINKLES
Perricone MD joins the rest of the fashion and beauty industry with a branding revamp that relies on the instant visual recognition of minimal packaging design — but not for the same reason.
“We refocused our message to better communicate with our loyal customers — those over 40, the Baby Boomer and Generation X market,” Perricone MD director of international sales and marketing Melissa Hahn tells during the skincare line’s recent press event for the rebranding.
It’s a move that stands out when the trend has been to go for the all-caps, widely-spaced sans-serif logos to court a bigger and more global market. Instead, Perricone MD proceeds with a tone that is straightforward — skin is skin, after all — focusing on their proprietary treatments. They significantly edited their assortment, and repositioned their range to be color-coded based on skin concern with streamlined packaging copy to easily communicate ingredients and benefits, cutting out the fluff and filler as they do with their products. Right now, there are only 10 color codes. It’s also speaking to a demographic — regardless of age — that is drawn to the scientifically-backed premium of the brand started by Nicholas Perricone 20 years ago.
One of the proprietary sciences being launched is found in the revamp of their Essential FX Acyl Glutathione line, but make no mistake, this is not the American dermatologist and author’s contribution to the skin-whitening department, an effect that has become synonymous with the buzzword ingredient (while usually in the form of L-Glutathione) throughout Asian beauty in recent years.
Glutathione is the body’s naturally occurring main antioxidant and essential building block but its levels in the body deplete over time, with decreasing health and with age. Applied topically, Perricone has proven that it can help skin appear smoother and more youthful.
“This isn’t whitening but when you smoothen the deep creases and lines and lift the complexion, you achieve an overall brightened look,” Melissa says.
The proprietary blend for the relaunch is Vitamin F — comprised of flaxseed, chia seed and macadamia seed oils — makes the difference. Unlike humectants that naturally occur in the skin barrier which moisturize by drawing in water from the environment, Vitamin F is a collection of unsaturated fats like Omega 3, 6, and 9s that are essential building blocks of the skin barrier. Essential fatty acids make up around 40 percent of the dry weight of the cellular membranes. While Vitamin F is not found naturally within the body, Dr. Perricone himself touts it as the Ultimate Moisture Barrier Protection.
There are two hero products in this line. The Deep Crease Serum targets deep-set lines, wrinkles and creases around the mouth, eyes, lips and forehead, including but not limited to marionette lines, frown lines (aka the 11 between the brows), smile lines and nasolabial folds.
I instantly took a liking to the Eyelid Lift serum for its fluid, fast-absorbing texture. It visibly smoothed my eyelid crease of any crepe-iness and uneven texture and lightened my undereye circles and darkness in the way that a corrector would and overall improve the wear of my eye makeup. Over time, it is meant to lift the look of sagging lids.
There are three products in the line that are much richer in texture, meant for layering with the serums depending on your skin’s needs: The Rejuvenating Moisturizer has a velvety texture that delivers nourishment to address loss of firmness and volume. The balm-like Smoothing & Brightening Under-Eye Cream instantly softens the appearance of more severe dark circles, lines and wrinkles with a bit of a lifting effect. When worn under makeup, I recommend applying your base in a patting motion to avoid disturbing the protective and texture-smoothing layer. The Intensive Overnight Moisturizer is velvety-rich, acting as an intensely moisturizing overnight treatment with a time-released delivery of nourishment throughout the night. Skin is smoother, firmer, and more supple by morning. Isn’t that all you need to know about your skincare?