THE QUEST FOR BRIGHT EYES
With Dior’s latest serum, it takes a host of natural ingredients and as little as four weeks.
IN THE QUEST FOR YOUNGER- AND BETTER-LOOKING EYES, DIOR HAS FOUND A BREAKTHROUGH: THE NEW CAPTURE TOTALE SUPER POTENT EYE SERUM. IT’S GOT THE BRAND’S HIGHEST PERCENTAGE OF NATURAL-ORIGIN INGREDIENTS IN AN EYE PRODUCT EVER, AND BOLDLY PROMISES TO MAKE YOU LOOK FOUR YEARS YOUNGER IN JUST FOUR WEEKS.
When Dior began its quest for a new-generation eye serum, it started, surprisingly, with neuroscience. The brand found that the eyes – compared to any other facial feature – say the most when conveying a perception of age.
That led to the creation of the Super Potent Eye Serum, the latest addition to Dior’s Capture Totale line of skincare that’s based on stem cells and floral research. The hero ingredient of this line is longoza extract, a regenerative and healing ingredient that’s cultivated in Madagascar. The longoza flower is so adept at thriving and growing even on arid, scorched land that it’s earned the nickname “eternal plant”. It’s a key element of the Capture Totale range. According to Karl Pays, the director of global research for LVMH Recherche, the flower’s potential was first identified in 1992, put in a product in 2006 and has since been a linchpin of the line.
But there’s more to it. A whopping 92 per cent of this eye serum’s ingredients come from natural sources – a “breakthrough” for the brand, said Patrick Choisy, who heads sustainable development at LVMH Recherche. The challenge, added Choisy, was getting the balance of performance and naturality right. The formula, which took over 600 hours and 80 trials, has the brand’s highest such percentage among its skincare products.
Though powerful, Dior has also given thought to the experience of using this eye serum. In Choisy’s words, there’s an emphasis on both “sensoriality and performance”. An interesting feature is a newly created applicator, made out of a special alloy and grooved with wavy indentations to mimic a fingertip, that cools the skin by up to 1.5 deg C. That reduces puffiness and eyebags, and is mounted on a flexible head to easily manoeuvre the contours of the eye area. It’s like using your own fingers, but a little, ahem, cooler.