Onwards and upwards with La Mer

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According to the book 1,339 QI Facts To Make Your Jaw Drop (Faber & Faber, rrp £9.99 – I should so be on commission) women look their oldest at 3.30pm on Wednesdays. The tome also asserts that the average woman spends 16 months of her life crying – presumbably after looking in the mirror on a mid-week afternoon.

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But fret not ladies (or gents, for that matter), because help is at hand, in the form of La Mer’s new Lifting Contour Serum – unveiled last week in London at The Edition Hotel Penthouse.

The latest addition to the brand’s anti-ageing arsenal taps into the burgeoning trend for facial lifting/sculpting products – a movement that originated in South Korea several years ago, but which has subsquently spread to other parts of Asia, and more latterly, Europe.

Described as a high-performance sculpting serum for the face and neck, the treatment is claimed to give skin a tighter feeling from the first touch, and help define and re-shape the look of contours. It will be introduced to La Mer travel retail locations worldwide from January 2014.

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La Mer’s Sarantis Tsimilimis explains the appliance of science

The science behind the formula is fairly complex but – along with the ingredients (it’s all about the algae) – was effortlessly explained via an engaging presentation delivered by La Mer Regional Education Director EMEA Sarantis Tsimilimis.

And that presentation was complemented by an amazing hands-on demonstration of the new Lifting Contour Massage, created in partnership with celebrity aesthetician Joanna Czech, which will be used to promote the new serum.

Czech is a LEGEND in the beauty business. Based in Dallas since 2012, she treats clients in NYC and Texas, offering a full range of skin care, nail, waxing and aesthetic services. Her client list is beyond impressive: loyal followers include Anna Wintour, Uma Thurman, Kate Winslet, Cate Blanchett, Kyra Sedgwick, Penelope Cruz, Laura Linney, Kim Cattrall, Christy Turlington, Trudie Styler, and, er Sting (frankly, you had me at La Wintour)

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Hands-on skin care: a beauty therapist demonstrates La Mer’s new Lifting Contour Massage on The Moodie Report’s Rebecca Mann

At the London launch, a beauty therapist demonstrated the two-minute massage technique, said to stimulate “muscle memory” and improve micro-circulation to help achieve a more lifted, youthful appearance. It’s easy to do; feels divine; and I reckon it took five years off me (no mean feat in the post-Cannes weeks). The Lifting Contour Massage is detailed within the serum’s packaging, and will also be demonstrated at POS worldwide to promote the launch.

But the lifting innovation will not stop there. To complement the serum introduction, in January La Mer will re-animate its Lifting Intensifier, which gives an immediate, temporary lift to specific problem areas such as the forehead or ‘crow’s feet’ wrinkles. And in March 2014 the brand will further consolidate its presence and maintain momentum in the lifting segment with the addition of The Lifting & Firming Mask, a leave-on overnight product that is applied with a brush. We had a sneak preview at the serum launch and the texture is simply sublime: think liquid cashmere in a pot.

La Mer’s three-pronged lifting launch offensive underlines the potential it – and indeed other brands – see within this segment which, along with anti-wrinkle and whitening/brightening products, is fast becoming a key pillar of the wider anti-ageing market.

Which can only be good news for those who dread running the gauntlet of the mid-week mirror. Reader, fear no longer 3.30pm on a Wednesday. Give yourself a lift instead.

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