Elizabeth Arden targets millennials with new anti-aging cream

You might not think that anti-aging is a priority before you hit your thirties, but beauty brands are increasingly targeting millennials in the fight against wrinkles. Elizabeth Arden is the latest big name to get on board.

This summer the cosmetics giant will launch its new Flawless Future Powered by Ceramide Night Cream, designed to challenge the effects of stress on young skin, citing all-time high levels of stress among millennials as one of the biggest challenges when it comes to their skincare.

The cream claims to support the skin's night-time renewal process to help counteract the visible effects of stress on the skin, brightening and evening tone while targeting the dullness, redness, dryness and even fine lines that can be caused by stress.

According to the brand, 52 percent of young women say that stress has kept them awake at night in the past month, slowing down the skin's healing process and leading to increased signs of aging. The cream features the brand's Flawless Future's signature skincare technology -- a blend of Ceramides, TelosenseTM and a powerful skin brightener -- to counteract these effects.

Ads

"We created the Flawless Future line to address that skin aging is not solely a chronologically triggered event, but also instigated by the stress of today's hectic lifestyles," says Aurelie Felix, Senior Scientist and Manager of Research & Development, Elizabeth Arden.

"Stress doesn't stop when the day is over, and a deeper look revealed the significant correlation between stress, sleep and aging signs. This new perspective on skin-fatigue prompted the need for a 24/7 anti-stress skincare regimen and the introduction of a night cream to the Flawless Future product family."

Elizabeth Arden isn't the only brand encouraging young women to take a proactive approach to anti-aging. Earlier this year UK retailer Boots' in-house brand No 7 launched its new Early Defence Skincare range, specially designed for women aged 20-35 who wish to keep young skin looking younger for longer.

Flawless Future Powered by Ceramide Night Cream is launching nationwide in the UK on July 1, priced at £42.00/€52.00.