Nuxe introduces 60-second anti-ageing skincare routine and new TREX

By Faye Bartle |

Fabienne Bravard, Deputy Managing Director International, Nuxe.

Left: The Merveillance Lift Travel Retail exclusive pack. Right: Fabienne Bravard, Deputy Managing Director International, Nuxe.

Nuxe has developed a 60-second, two-step anti-ageing skincare routine that utilises the combined benefits of a duo of powerful products, Merveillance Lift and Super Serum, and launched new exclusive set for travel retail.

The products selected for the 60-second routine provide ‘the highest concentration of efficiency to combat all signs of ageing of the skin’, says the French beauty brand.

When combined, the duo delivers a double dose of complementary anti-ageing actions to ‘increase the quality’ of collagen and ‘improve the quality’ of the skin.

To introduce the concept, Nuxe created a ‘60 seconds to transform your skin’ themed in-store activation at La Samaritaine department store in Paris during February.

Shoppers enjoyed a 60-second product demonstration and could scan a QR code to reveal a tailor-made anti-ageing online skin diagnosis.

In addition, beauty advisors were on hand to help customers create their own  bespoke skincare routine.

READ MORE: Nuxe Huile Prodigieuse shines in China with Lunar New Year campaign

Alongside the promotion, Nuxe has launched a Merveillance Lift Travel Retail exclusive set, which includes full-size packs of Nuxe Day and Night Cream, as well as ‘free’ Nuxe Eye Contour.

“Travel Retail plays an important part in our brand omnichannel strategy as a key driver in the development of Nuxe as a global brand,” said Fabienne Bravard, Deputy Managing Director International.

“Innovative skincare products like Merveillance Lift and Super Serum and travel retail exclusives are important factors in driving that development.”

Nuxe 60-second anti-ageing skincare routine .

Left: The in-store activation at La Samaritaine. Right: Consumers could scan a QR code to reveal their tailor-made anti-ageing skin diagnosis.

The Super Serum has a vegan compliant formulation and features 95% natural origin ingredients, such as ‘natural’ hyaluronic acid and oil microspheres.

These work together to optimise penetration of the natural ingredients to leave skin feeling smoothed and luminous looking.

READ MORE: Nuxe eyes 2023 with confidence by championing affordable luxury

The Merveillance Lift cream has a lifting and filling effect on the skin, with its silicone-free powdery texture creating a blur effect.

The powerful formulation is vegan compliant and utilises 96% natural origin ingredients, including micro-algae oil.

“Anti-ageing products lead the skincare category and user expectations are very high with 71% of women expecting their anti-ageing routine to deliver instant benefits,” said Elodie Brunner, Head of Export, Travel Retail & Middle East.

“It’s a growth category with huge potential when you deliver against your product promises which we believe we have demonstrated with this unique combination.

“Our in-store ‘60 seconds to transform your skin’ campaign and online anti-ageing diagnosis have also heightened interest amongst travel retail customers.”

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