Press Release - Idealist Cooling Eye Illuminator by Estee Lauder

ESTÉE LAUDER

INTRODUCES

NEW IDEALIST COOLING EYE ILLUMINATOR

First to Market Specially-Contoured, Cooling Ceramic Tip Applicator, Innovative Optics and Targeted Technologies

Dramatically Reduce the Appearance of Dark Circles and Puffiness

Dark circles and puffiness not only detract from the beauty of the eyes, but can also result in an overall aged and fatigued appearance among all ethnicities. Both dark circles and puffiness are influenced by many factors, including genetics, environment, and lifestyle, and can vary from individual to individual, even day to day. Estée Lauder Research has now identified three key sources which can lead to visible dark circles and puffiness around the eye: Lack of Micro-circulation/ Weak Capillary Structure, Hyperpigmentation and Irritation. To address the visible effects of these factors, Estée Lauder scientists have developed New Idealist Cooling Eye Illuminator, a targeted treatment for all ethnicities that delivers dramatic brightening and de-puffing results.

Utilizing a first ever patent-pending specially-contoured, cooling ceramic-tip applicator, New Idealist Cooling Eye Illuminator instantly cools, massages and re-energizes the look of tired, puffy eyes, while innovative, exclusive Triple-Optic Technology instantly makes dark circles look lighter. Brighter, more rested-looking eyes are revealed immediately.  Additionally, an exclusive, highly concentrated Dark Circle Correcting Complex works over time to help reduce and prevent the appearance of dark circles and puffiness. Offered in two shades suitable for all skintones, now women of all ethnicities can achieve their ideal eyes.

First to Market Contoured Ceramic Tip Applicator:

A cosmetic industry first, Estée Lauder’s patent-pending specially-contoured, cooling ceramic tip applicator gently massages the eye area to help cool eyes instantly. An innovative alternative to storing eye creme in the refrigerator, this specially contoured tip delivers a cool, refreshing sensation as it helps re-energize the look of tired, puffy eyes.

Instantly:

Innovative Triple-Optic Technology comprised of a unique “next generation” optical blend instantly makes dark circles appear lighter. Going beyond traditional “cover-up,” the advanced optics provide a seamless, natural look on every skintone.

•           Soft focus optics smooth the appearance of eye-area skin’s surface to blur the look of imperfections and      shadows.

•           Color-correcting optics help neutralize the look of discoloration for more natural-looking, even skintone around the      eye.

•           Brightening optics increase surface reflectance to provide skin around the eye with a naturally brighter, more             illuminated look.

Over Time:

Idealist Cooling Eye Illuminator features a powerful Dark Circle Correcting Complex that works over time to address dark circles and puffiness, dramatically reducing their appearance.  Dark circles and puffiness are caused by three key sources:

•           Lack of Micro-circulation/ Weak Capillary Structure – Both lack of micro-circulation and weak capillary    structure can             cause a “pooling” of blood in the micro-capillaries around the eye, contributing to puffiness and a bluish-purple tint.

            NEW Lauryl-PCA and Magnolia Extract work together with massage application using the cooling ceramic tip             applicator to help optimize natural micro-circulation and reduce the appearance of under-eye puffiness. 

           

•           Hyperpigmentation – Excess pigmentation can create a yellow/brown tone and an overall darker appearance around the eye.

           

Ascorbyl Glucoside (Vitamin C) and Botanical Extracts work together to help reduce the appearance of darkness.

•           Irritation – Irritation can create uneven skintone and puffiness around the eye.

Soothing Extracts of Sea Algae, Caffeine and Sucrose work in combination to help minimize the look of visible irritation and puffiness.

Results:

•           Instantly, eyes look brighter.

•           In just 2 weeks, 90% of women saw a reduction in the look of dark circles and puffiness.

•           Over 8 weeks, the look of dark circles and puffiness is clinically proven to continue to be reduced.

Usage/ Texture:

Squeeze tube to release a dot sized amount and massage cool ceramic tip under the eye from the inner corner to the outer corner, two or more times. Gently pat into skin with fingertips until absorbed. Wipe off ceramic tip with tissue after use.

The smooth, whipped texture glides over the delicate eye area, leaving it feeling comfortably hydrated and ultra-smooth.  Use alone or under concealer. 

NEW Idealist Cooling Eye Illuminator arrives at Estée Lauder counters nationwide, on Oktober 2011. Offered in Light/Medium shade.

and beside the Press Release the Estee Lauder Indonesia (Mr. Erfan) also kind enough to send me the Q&A with Dr. Pernodet that I think will definitely be a useful information for you, your eyes, the product and tips:

ESTÉE LAUDER

NEW IDEALIST COOLING EYE ILLUMINATOR

Q&A with Dr. Nadine Pernodet, Ph.D.

Executive Director of Skin Biology, Research & Development

The Estée Lauder Companies

            INSIGHTS

1.         Why are women so concerned with dark circles and puffiness?

           

            Dark circles and puffiness around the eyes is a global concern that affects women all around the      world, and they

            both contribute to an aged appearance and a fatigued look. Eyes are the first thing people see when they look at

            you, so all women desire brighter, more beautiful looking eyes. Just as we believe that ultimate beauty begins with

            beautiful skin, the canvas for creating beautiful eyes begins with eyes that look fresh, bright and rested.

2.         What causes dark circles and puffiness around the eye?

Both dark circles and puffiness can be influenced by many factors, including genetics, allergies, the environment, and lifestyle, such as lack of sleep or smoking. Because there are so many different contributing factors, Estée Lauder Research has focused on the three key underlying causes: Lack of Micro-circulation/ Weak Capillary Structure, Hyperpigmentation and Irritation.

                        Lack of Micro-circulation/ Weak Capillary Structure – Both lack of micro-circulation and weak capillary structure can cause a “pooling” of blood in the micro-capillaries around the eye, contributing to puffiness and a bluish-purple tint.

                        Hyperpigmentation – Excess pigmentation can create a yellow/brown tone and an overall darker appearance around the eye.

                        Irritation – Irritation can create uneven skin tone and puffiness around the eye.

3.         Can you tell us more about the study conducted to identify the three key sources of dark circles and puffiness?

             

A ‘Spectral Imaging’ study was undertaken around the world to analyze the major contributors to the apparition of dark circles and puffiness around the eye. With Spectral Imaging, we are able to read very specifically different parameters in the skin, such as melanin, blood and oxygen saturation. Lack of Micro-circulation/ Weak Capillary Structure, Hyperpigmentation and Irritation were identified to be the main contributors to dark circles and puffiness.

            INNOVATION AND TECHNOLOGIES

4.         Can you tell us more about the Cooling Ceramic Tip Applicator?

Idealist Cooling Eye Illuminator features a first to market patent-pending specially-contoured, cooling ceramic-tip applicator. It is made of ceramic to achieve a cooling effect, and offers a great high-tech alternative to storing your eye creme in the refrigerator!

Our cooling ceramic tip applicator was inspired by ceramic’s amazing ability to absorb heat. We discovered that tiles composed of an advanced ceramic are a critical component of a space shuttle’s thermal protection system. This system insulates each ship and crew from temperatures as high as 3,000 degrees Fahrenheit as the orbiter returns to Earth at speeds in excess of 17,000 miles an hour!

5.         How does the Cooling Ceramic Tip Applicator work to de-puff eyes?

On contact, the specially contoured slanted tip delivers a cool, refreshing sensation. Gently massaging the cooling tip under the eyes helps fatigued, puffy-looking eyes instantly feel refreshed.

6.         Can you explain how Lauryl-PCA works with massage?

Lauryl-PCA, also known as Lauryl Pyroglutamate, works together with the massage of the cooling ceramic tip          applicator to help stimulate natural micro-circulation in skin and reduce visible under-eye puffiness. By encouraging skin’s own natural micro-circulation, we are helping to decrease the look of blood that remains in the eye area and contributes to a blue under-eye color, which we see as a dark circle. This helps reduce the appearance of the dark circles.

PRODUCT

7.         Who should use this product?  

           

Idealist Cooling Eye Illuminator is for women of all ethnicities concerned with dark circles and puffiness around the eye, and are seeking both immediate and long-term benefits. Women of all ages and skintones interested in        achieving their most beautiful, brightest, youthful-looking eyes should be using this product.

8.         How long will it take to see results?

Our exclusive Triple-Optic Technology instantly makes dark circles appear lighter and the cooling ceramic tip applicator immediately revitalizes eyes. Our exclusive, highly concentrated Dark Circle Correcting Complex works over time to help reduce and prevent the appearance of dark circles and puffiness. 

                        Results:

•           Instantly, eyes look brighter.

•           In just 2 weeks, 90% of women saw a reduction in the look of dark circles and puffiness.

•           Over 8 weeks, the look of dark circles and puffiness is clinically proven to continue to be reduced.

9.         Why are you so excited about this product?

We spent over four years carefully developing this product to specifically target dark circles and puffiness around the eye, a major concern for women around the globe and one of the most challenging concerns to correct. We’re so excited to introduce Idealist Cooling Eye Illuminator because we never dreamed it would bring such extraordinary results for women of all ethnicities. Dark circles appear lighter immediately. It is amazing to see the how remarkably radiant and refreshed the eyes look upon the very first application! Over time, dark circles and puffiness appear dramatically reduced.

We are also thrilled to be the very first cosmetics company to introduce this new patent-pending specially-contoured, cooling ceramic-tip applicator. The refreshing sensation it provides feels incredible on the skin, and it helps reduce the look of puffiness around the eye.

10.        How do I use this product?

           

            Squeeze the tube to release a dot sized amount and massage cool ceramic tip under the eye from the inner corner   to the outer corner, two or more times. Gently pat into skin with fingertips until absorbed. Wipe off ceramic tip with tissue after use.

11.        Can I still wear concealer if I use this product?

            The smooth, whipped texture leaves the eye area feeling comfortably hydrated and ultra-smooth, and provides a great base if you choose to wear concealer over it.

12.        How do I keep the applicator clean?

            We recommend that you wipe the applicator with a tissue between uses to keep it clean.

13.        How does this product fit in with the rest of the eye products offered by Estée Lauder?

            We have a range of targeted eye solutions to address eye area concerns, including lines and wrinkles,firming,

            and hydration. This is our only product that is specifically targeted to dramatically reduce dark circles and    puffiness around the eye.