PARIS — Dior is targeting thirtysomethings with its new skin-care line, Capture Youth, which offers a personalized, anticipatory approach to delay the first signs of aging and is fronted by Cara Delevingne, WWD has learned.
For its creation, the LVMH Moët Hennessy Louis Vuitton-owned house took a cue from precision medicine — or customized, preemptive health care — according to Edouard Mauvais-Jarvis, environmental director and scientific communication director of Parfums Christian Dior.
Dior and the European Institute of Antioxidants worked together to apply a method, called PAOT Technologies, for measuring antioxidant and oxidative activity in biological tissue — crucial for the epidermis’ internal resistance process — to help develop a cosmetic product.
With the Université Pierre et Marie Curie, Dior Science found the epidermis’ intracellular antioxidant defense system, called glyoxalase, which controls skin’s ability to fight against visible signs of aging and gets weakened by time and environmental factors.
“Anticipation is the key,” said Mauvais-Jarvis, adding: “We have developed an extract of Florentine iris that is able to increase the activity of glyoxalase.”
The day cream central to the Capture Youth range contains a high concentration of the iris ingredient that works from the inside out with an “active antioxidation effect.” “It is complimented