Holiday 2011 / Launches / The Look Book

Introducing Shiseido White Lucent Anti-Dark Circles Eye Cream

PRESENTING A POWERFUL ANTI-DARK CIRCLES EYE CREAM

Dark circles under your eyes make your face look tired, detract from the clarity of your complexion and add years to the look of your face. Covering dark circles with concealer everyday is a nuisance.

Contrary to popular belief, sleep deprivation is not the cause of dark circles. Melanin pigment that accumulates in the eye area and poor microcirculation are the two major causes. The delicate eye area, which is overworked by more than 20,000 blinks on an average day, has the thinnest skin of the body, making the results of poor microcirculation, melanin accumulation and dryness easily visible in this area.

Now, Shiseido has created its most powerful eye cream ever. It counteracts melanin pigmentation and poor microcirculation, the two major causes of dark circles.

Shiseido’s latest research reveals that the dark circles on young women are under the eyes and are bluish and light in colour, whereas older women have dark circles that are larger, surround the eye area and are dark brown in colour.

Shiseido White Lucent Anti-Dark Circles Eye Cream is formulated with breakthrough ingredient Dark Circles Diminisher to combat the two major causes of dark circles. It targets the root of melanin, the main cause of dark circles, reduces melanin that has already been produced and instantly brightens the eye area by improving microcirculation. The result is a bright, youthful-looking eye area, free of unwanted shadows.

This eye cream is also formulated with the high moisturizing ingredient Super Hydro-Synergy Complex N, to keep delicate eye area skin moisturized over long hours.

DARK CIRCLES DIMINISHER’S 3 EFFECTS

  1. Targets the root of melanin
    Brown circles are made up of numerous brown melanin pigments. Dark Circles Diminisher inhibits the activity of tyrosinase, the source of melanin to help prevent the appearance of brown dark circles.
  2. Inhibits melanin production
    A large number of pre-melanin DHICA units turn into brown melanin pigment when skin is exposed to UV rays. Dark Circles Diminisher inhibits the melanization of pre-melanin DHICA to help prevent the appearance of brown dark circles.
  3. Instantly brightens the eye area by improving microcirculation
    Poor microciculation under the eyes cause blue dark circles to appear there because hemoglobin is decreased and bluish due to lack of oxygen. Dark Circles Diminisher promotes microcirculation to increase the amount of hemoglobin. The result is a bright, vibrant eye area.

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Shiseido White Lucent Anti-Dark Circles Eye Cream will launch on 30 Dec 2011 island-wide. It will retail at S$78 for 15ml of product.

Information and image extracted from press kit provided by Shiseido

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