By The Beauty Hub  |  November 1st, 2016  |  Brands,Editors Pick,News

Recognising the global epidemic of pollution, Elizabeth Arden, introduces a first-of-its-kind invisible skin shield: new PREVAGE® City Smart + DNA Enzyme Complex™ + Anti-Pollution + Antioxidants Broad Spectrum SPF 50 PA++++ Hydrating Shield.

Every day in cities all over the world, the environment is visibly ageing your skin; in fact, 80% of all signs of skin ageing are due to environmental aggressors such as UV rays, pollution and smoke.

PREVAGE® City Smart was developed in partnership with leading scientists, chemists, and dermatologists to be a daily use product that combines pollution and UV protection with a DNA Enzyme ComplexTM to strengthen skin. By neutralizing the impact of environmental and oxidative stress on the skin, PREVAGE® City Smart effectively keeps it looking younger, smoother, brighter and protected.

  • Protects against pollution with Anti-Pollution Shield Technology and a patent-pending highly potent Anti-Pollution Complex featuring Idebenone.
  • Defends against UVA and UVB rays with a 100% Mineral Broad Spectrum SPF50 Sunscreen.
  • Strengthens skin’s natural defences with a DNA Enzyme Complex.

Exposure to UV rays and pollution, particularly in urban areas wreaks havoc on skin, right down to its DNA. Sun exposure is well known to be a major cause of visible skin ageing and now recent studies reveal the need to also shield the skin from air pollutants called ambient particulate matter (PM). Ambient PM generates excess free radicals, which interfere with skin’s ability to produce collagen and elastin and retain moisture, resulting in accelerated signs of ageing. This harmful pollution is directly correlated to a rise in dark spots, inflammation, fine lines and wrinkles. While cells naturally produce DNA repair enzymes that help counteract this damage, as we age the levels of these enzymes drop, making the process less effective.

The Elizabeth Arden Research & Development team used an innovative method to show how City Smart protects against Urban Dust, a time-integrated sample of atmospheric PM, including exceptionally harmful nano-sized pollution particles, that typifies the type of pollution found in major global cities such as New York, Los Angeles, Beijing, Mumbai, London and Paris. In-vitro testing showed that when protected with City Smart’s Anti-Pollution Complex, the viability of cells exposed to Urban Dust was improved by 5 times versus unprotected cells.

“The Air Quality Index, or AQI, is the unit used to measure air pollution in the environment based on the PM 10 concentrations (µg/m3) present,” says Lavinia Popescu, Senior Director of Research and Development at Elizabeth Arden. “While heavily populated cities typically have average AQIs between 50 and 150, the Urban Dust sample measures higher than 500 AQI – the highest, ‘Hazardous’ level on the Air Quality Index spectrum and as much as 10 times the PM of these cities. Since Urban Dust represents a higher level of PM than heavily polluted cities around the world, we are confident that City Smart can provide optimal pollution protection on a global scale.”

City Smart’s patent-pending formula features advanced Triple Action Protection technology, which delivers younger, healthier, more resilient looking skin in three phases:

  • Protect – Anti-Pollution Shield Technology forms an invisible protective barrier to help prevent harmful toxins and pollution particles from penetrating skin. 100% Mineral Broad Spectrum SPF 50 sunscreen (micronized Zinc Oxide and Titanium Dioxide) filters out UVA and UVB rays.
  • Prevent – a potent, patent-pending Anti-Pollution Complex is comprised of an exclusive antioxidant blend of Idebenone, the world’s single most powerful antioxidant, Green Tea, Thiotaine, Ferulic Acid and L-Carnosine, to neutralise free radical damage caused by pollution and UV exposure, including both oxygen-based and nitrogen-based free radicals. In addition, City Smart also helps to prevent the appearance of future signs of skin ageing, including lines, wrinkles and hyper-pigmentation.
  • Strengthen – a DNA Enzyme Complex™ formulated with purified enzymes derived from Plankton, Arabidopsis Thaliana, and Ocean Bacteria extracts helps protect against free radical damage and supports skin’s natural repair process against oxidative stress. Skin’s elastin and collagen matrix are protected and its natural recovery process is strengthened resulting in healthier, more resilient looking skin.

This sheer, hydrating multi-active skin defender is an essential last step in daily skincare regimens, regardless of age, skin type or concern. PREVAGE® City Smart also contains a universal tint and optical diffusers that work well with all skin tones and makeup products. The formula comes in a polyfoil airless pump, and is non-comedogenic, paraben free and dermatologist tested.

PREVAGE® City Smart is available in Areej and Wojooh stores in the region.

Price:  AED250.