Dear ladies,

last week, I was invited by Estee Lauder for their new item available for Indonesia market. The Advanced Night Repair Eye Serum Infusion. I’ve been a fans of the Advanced Night Repair Serum for more than 5 years now and to complete the set, it comes with the new treatment for the eyes.

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The event held at Seibu and as always they do pay attention to details making sure the media gets a full idea on the product.

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Here are some details given on why we need to pay special attention to the eyes area:
·         The eye area is one of the first areas to show visible signs of aging
·         Due to the exceedingly thin and delicate nature of eye area skin, it tends to be more vulnerable to manual irritations such a rubbing, squinting, blinking and expressions
·         It’s important to use a product developed for the eye area because face moisturizers can be too heavy for the eye area or may contain emollients and fragrance that can easily migrate into the eye and cause irritation
·         There are fewer oil glands in the eye area
·         Skin around the eye area is 40% thinner than facial skin
·         The eye area skin is also five times more porous than facial skin[1]
·         On average a person blinks 12 times per minute – about 10,000 blinks in an average day
·         A person smiles over 50 times per day – creating “smile” lines or crow’s feet around the eye area
·         Dark circles and puffiness around the eyes can be influenced by many factors, including genetics, allergies, the environment and lifestyle, such as lack of sleep or smoking
·         It’s important to start taking care of the eye area at a young age because by treating the eye area first you can help postpone the look of aging
·         When the temperature drops, eye area skin can get even more fragile, so it is even more important to keep the area hydrated and the moisture barrier strong
·         Exposure to pollution can lead to premature signs of aging around the eye area, like fine lines, wrinkles, dryness and uneven skintone
·         t’s best to apply eye products from the outer corner and work your way towards the inner corner because that’s where the first lines start to appear and need the most repair
·         The ring finger naturally tends to apply less pressure than other fingers, which makes it the ideal finger to apply eye creme with eye serum


[1] Two hour in vitro testing

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A glimpse on the product.

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A small bottle packed with goodness for the sensitive eye area.

 
ESTéE LAUDER
INTRODUCES
Super potent, fast-penetrating eye serum with advanced repair technology that helps significantly inhibit ozone damage  
Dramatically reduces the look of every key visible sign of aging
Embracing the brand’s core philosophy that “Every Woman Can Be Beautiful,” Estée Lauder understands that beautiful skin is in every woman’s DNA. As pioneers in the field of genetic skincare research with the 2009 launch of Advanced Night Repair Synchronized Recovery Complex, Estée Lauder continues as a cosmetic leader in “skincare repair.” Building on a heritage of expertise in the repair category, now Estée Lauder Research unveils new research leveraging our understanding of the profoundly damaging effects of pollution, specifically ozone (O3) on skin’s DNA and aging. Inspired by these findings, Estée Lauder introduces Advanced Night Repair Eye Serum Infusion,a super-potent, fast-penetrating repair serum with all the repair benefits of Advanced Night Repair, made specifically for the delicate eye area in a new lightweight, refreshing texture. This potent eye serum infusion is formulated with advanced repair technology shown to help inhibit up to 100% of ozone damage after exposure to high level of ozone[1]. The result is a dramatic reduction of every key visible sign of aging, including fine lines, wrinkles, puffiness, dark circles, dryness and uneven skintone.  Boasting over twenty patents worldwide, this serum is intensely hydrating and helps to keep the entire eye area looking radiant, rested and silky smooth.
POLLUTION INCLUDING OZONE EQUALS DNA DAMAGE
Research shows that today more than ever before, aging environmental assaults such as pollution and UV rays can cause significant damage to the skin and its DNA. In particular, studies show that ozone is a growing worldwide concern, especially in urban environments. Formed by the interaction of UV light with the Nitrogen Dioxide contained in smoke, car exhausts and fumes, ozone is a major concern for skin because it is everywhere, can penetrate quickly and is very reactive. Skin cannot be protected against its visible damaging effects. Based on these findings, Estée Lauder Research conducted a cutting-edge new testing methodology designed to simulate ozone levels in urban environments where ozone pollution is most prominent. Carried out in an O3 Chamber developed for The Estée Lauder Companies, the findings proved that ozone has a profoundly negative impact on skin cells, leading to a decrease in natural energy and an increase in free radicals, DNA damage and inflammation.  In fact, after just twenty minutes of high ozone exposure – equivalent to a walk outside in many major cities in the world – DNA damage increased by 272%[2].  This damage can lead to premature visible signs of aging such as fine lines, puffiness, dark circles, dryness and uneven skintone.
POWERFUL REPAIR TECHNOLOGY FOR THE DELICATE EYE AREA
Understanding that the skin around the eye area is 40% thinner than the rest of the face and therefore particularly vulnerable to environmental damage, Estée Lauder Research pioneered an Eye Physiology Study to build on this knowledge.  Findings showed that the eye area skin is also five times more porous than facial skin[3]and thus more prone to environmental assaults such as ozone and pollution passing through the fragile layers of the skin.  To help boost skin cells’ natural ability to repair DNA damage in this particularly vulnerable area, NEW Advanced Night Repair Eye Serum Infusion’s fast-penetrating, lightweight serum texture contains three powerful, high-performance technologies:
·         Anti-pollution technology: Comprehensive repair technology including encapsulated Alkyl Guanine Transferase (AGT) helps to continuously repair the appearance of damage to the eye area caused by every major environmental assault including ozone, pollution and UV rays.

·         Exclusive Chronolux™ Technology helps support the natural synchronization of skin’s repair around the eye area at exactly the right time. Consequently, signs of aging that can first appear around the eyes are reduced over time.

·         Prevention and hydration: A high concentration of soothing anti-irritants plus a proprietary blend of antioxidants and high levels of proven Hyaluronic Acidwork together to create the optimal environment for the natural protection and repair of the delicate eye area, thus helping reduce the look of dark circles, puffiness and crepiness around the eye.

TESTED AND PROVEN
Using a new in vitro testing methodology carried out in the O3 Chamber, Estée Lauder Research exposed skin cells for twenty minutes to simulated levels of ozone found in different urban environments where ozone pollution is most prominent.  For skin cells treated with the Advanced Night Repair Eye Serum Infusionrepair technology before being exposed to high level ozone for twenty minutes, results showed it helped to inhibit up to 100% of ozone damage[4].
NEW SERUM TEXTURE FOR THE EYES
dvanced Night Repair Eye Serum Infusion is an intensely hydrating eye serum that delivers an immediate surge of moisturization, leaving the eye area feeling soothed and refreshed, creating the optimal environment for eye area skin to repair and stay young and healthy.  Potent enough to be used as a stand-alone eye product, this unique lightweight serum texture can also be layered with an Estée Lauder eye creme for additional targeted benefits.
Recommended for all skin types. Dermatologist-tested. Opthamologist-tested.
Advanced Night Repair Eye Serum Infusion will be on counters May 2013  Suggested Retail Price: TBC


[1] In vitro results tested two hours after exposed to ozone level of 0.7 – 0.8 ppm for twenty minutes

[2] In vitro testing

[3] Two hour in vitro testing

[4]In vitro results tested two hours after exposed to ozone level of 0.7 – 0.8 ppm for twenty minutes

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I say those info found to be very interesting and impact-full on me.

Here’s more info on the product:

ESTĒE LAUDER
NEW ADVANCED NIGHT REPAIR EYE SERUM INFUSION
Q&A with Dr. Nadine Pernodet, Ph.D.
Executive Director of Skin Biology, Research & Development
The Estée Lauder Companies
1.       What is ozone?
Ozone (O3) is formed by reactions to nitrogen oxide and volatile organic compounds in the presence of sunlight.  The organic compounds are emitted due to human activities such as motor vehicle exhaust, industrial emissions, gasoline vapors and chemical solvents.  Hot weather and sunlight accelerate this formation process, lending ozone the nickname of a “summertime air pollutant.”

2.       Where is ozone most prominent?
Ozone is everywhere, however levels do vary across the globe.  While ozone helps protect us from the sun’s harmful UV rays when in the stratosphere, when it is on ground level it can reach toxic concentrations and be harmful to skin.  Typically, heavy industrial areas or urban zones have higher ground-level ozone than rural areas, though winds can carry ozone pollutants hundreds of miles away from its original source. 
3.       We have known about ozone for years. Why is it particularly important today?
Ozone is a growing worldwide environmental problem.  For example, the standard level set by the United States Environmental Protection Agency is currently at 0.075 parts per million (ppm) averaged over eight hours.  However, ozone can reach toxic concentrations of even 0.8 ppm, especially in the summer and in some urban environments.  Studies for urban temperatures over the next 70 years project that temperatures could increase above current levels, which could lead to an even more serious increase of ozone pollution[1].  Given that much of the population is living in urban areas, there is a clear need to address the visible impact that ground-level ozone and pollution can have on the look of skin.
4.       What effect can exposure to ozone have on the skin?
Ozone has a profound negative effect on our skin cells and can increase free radicals, DNA damage and inflammation.  This can lead to visible signs of premature aging such as fine lines, wrinkles, puffiness, dark circles, dryness and uneven skintone.  Additionally, skin around the eye area is 40% thinner than skin on the rest of the face, which makes it particularly vulnerable to the environmental assaults that cause DNA damage.  To understand what this means, we pioneered an Eye Physiology Study and found that the thinness of the eye area skin makes it five times more porous than skin on the rest of the face[2].  The unique physiology of the eye area skin is so thin and porous that it allows many everyday assaults, such as ozone, to easily pass through.  Inspired by these findings, we developed new Advanced Night Repair Eye Serum Infusion which has a serum texture that allows for fast penetration of surface layers of the skin.
5.       Can you explain the O3 Chamber in detail?
The O3 Chamber is a cutting-edge new testing methodology that was developed in collaboration with a university.  The chamber features different compartments that can be calibrated at any controlled levels of ozone to mimic ozone levels that have been measured in major cities around the world.  We studied skin cells exposed to both medium and high ozone levels for a time period of only twenty minutes (which is equivalent to a walk outside in some major cities worldwide), saw a 165% increase of DNA damage to skin cells exposed to moderate ozone levels (0.4 ppm) and an increase of 272% after exposure to high levels of ozone (0.7 – 0.8 ppm).  However, when we added the key patented repair technology in Advanced Night Repair Eye Serum Infusion to skin cells, in vitro testing showed it helped to inhibit up to 100% of damage induced by ozone after two hours[3].
6.       What is new about the texture of this serum?
Advanced Night Repair Eye Serum Infusion is Estée Lauder’s first eye serum.  It is specially formulated with a lightweight repair serum texture that is highly refreshing and fast-penetrating.  It delivers an immediate surge of moisturization and can be used as a stand-alone product or because of its lightweight, fast-penetrating texture it can be layered with your Estée Lauder eye creme for additional benefits. 
7.       What is the best way to apply this eye serum?
Apply eye serum morning and night using ring finger. Gently tap serum under eye area from inner to outer eye corner. The tapping motion is gentle and should always move in an outward direction toward the temples.
8.       Can I layer this eye serum as I do with my face serum?
This eye serum is moisturizing enough to be used on its own, similar to an eye creme, however if can also be used with your Estée Lauder eye creme for additional benefits.  For example, you can pair Advanced Night Repair Eye Serum Infusion with:
·         Time Zone Anti-Line/Wrinkle Eye Creme to address lines and wrinkles
·         Resilience Lift Extreme Firming/Sculpting Eye Creme to address lifting/firming
·         Idealist Cooling Eye Illuminator to address dark circles and puffiness
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[1]United States Environmental Protection Agency

[2]Two hour in vitro testing

[3]In vitro results tested two hours after exposed to ozone level of 0.7 – 0.8 ppm for twenty minutes

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One of the guest has tried the product before and according to her the Eye Serum delivers result as mentioned and light as well. So when she uses makeup, the texture doesn’t bothers her.

I have mine and soon I’ll share my review.

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To further engage the media, Estee Lauder Indonesia has prepared something interesting, we get to dress up a glasses.

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And on the table there’s ANR, the serum, cream and eye serum. I’m thinking of these series has now become a complete set to help maintain a youthful look all the way to the DNA. Yes, I was thinking all of these while decorating the glasses. Most of the time, we are to busy ‘decorating’ our skin with makeup that we forgot to ‘fix’ what lies underneath.

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These flowers looks so pretty and they didn’t dressed up at all, the hydration keeps them plumped and alive. The nutrients may also need to be provided so the flowers may grow beautifully.

So does our skin.

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From within with consuming the right diet and from outside by using the correct product. I’m trying the eye serum on my hand and it does feels light and hydrating. It looks like the skin ‘inhale’ the serum in an instant.

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Ta da! Mine is done ^__^

A fully decorated glasses that we all get to bring home plus a bottle of Advanced Night Repair Eye Serum Infusion.

Stay tune for my review on the product.

Don’t forget to share your love to Estee Lauder and win invitations plus products worth more than Rp.600.000, details HERE.

All product details and press release are provided by Estee Lauder Indonesia.

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