January 24, 2005 Evian® AFFINITY® Remineralising Line Dry skin: a condition that affects all ages Annually, 55% of women report that they have experienced dry, irritated or flaky skin. As individuals age, the incidence of dry skin increases. Many individuals can then sympathize with the feelings of tight and uncomfortable skin. Both the body and skin require a daily intake of essential nutrients to maintain a healthy appearance. These nutrients include: protein, fat, carbohydrates, fibre, vitamins, minerals and water. Dry skin has been deprived of fatty acids and nutrients but primarily suffers from a mineral imbalance. As cells renew, they deplete essential minerals (copper, zinc and magnesium), which are essential to proper hydration. On the surface evaporation accelerates. Deeper in the epidermis, fixing moisture becomes more difficult. Insufficient water retention can create an imbalance in the hydrolipidic membrane leaving the skin feeling dry and tight. Did you know? Minerals are present in all skin layers: Keratinocytes (epidermal cells), Fibroblasts (dermis) and Hydrolipidic membrane (layer that assists in retaining skin moisture). A deficit in minerals, essential fatty acids and nutrients can lead to an imbalance in the hydrolipidic membrane. The Remineralising line, a natural answer Following the introduction of the Original, Oxygenating, Smoothing & Lifting, and Body Caring lines, Evian® AFFINITY® is pleased to introduce a new family of four products dedicated to dry and sensitive skin: the Evian AFFINITY Remineralising line. This new line innovates by delivering essential ingredients and ‘moisture-binding’ minerals to dry and sensitive skin, helping to improve moisture retention. Proven results This unique product line combines the purity of the French Alps with vital nutrients that work deep into the skin to reveal original beauty. As in all Evian AFFINITY products, the Remineralising line is formulated with both 100 per cent Evian water and a cocktail of essential nutrients, including vitamins (B5, C, E), trehalose and glycerin. Evian water has been scientifically recognized for its impact on product tolerance and ability to optimize the skin’s protective functions. This water is naturally hydrating, oxygenating and beautifully balanced in minerals. It also elevates skin’s resistance to environmental aggressions by increasing antioxidant activity and immune response when challenged by toxins and sun exposure. Evian AFFINITY understands minerals Consistent with the origins of Evian natural spring water, Evian AFFINITY provides leading understanding of the remineralisation process. Blended with a cocktail of natural hydrating agents and Evian water, the new Remineralising line also includes in its formulas: Marula Oil The marula, an African tree, provides the almonds from which marula oil is extracted. This oil is rich in fatty acids including: oleic and linoleic. It revitalizes the skin by providing it with essential nutrients that dry and sensitive skin lacks. Commonly used in products for young children, it is now used in cosmetic products for adults. Mineral Trio (Magnesium, Copper and Zinc) This unique cocktail of ingredients improves the ability of skin cells to retain moisture and slows the skins natural evaporation process. These ‘moisture-binding’ minerals assist in developing increased water retention and improve hydration levels. Rich in naturally soothing ingredients, the Remineralising line from Evian AFFINITY provides a trio of minerals (magnesium, copper and zinc), natural nourishing agents (shea butter, marula oil) and hydrating agents, to help cells in maintaining their mineral balance. Reinvigorated, moisture loss is reduced on the surface and hydration is held deep in the epidermis. Evian® AFFINITY® Remineralising Cleansing Cream – Face and Eyes (for Dry and Sensitive Skin) (lait-créme démaquillant reminéralisant, Evian AFFINITY) Cleansing, the first step in a skincare regimen, should not be overlooked. By providing the skin with essential elements at each stage of the skincare regimen, dry and sensitive skin is provided with an opportunity to capture and lock-in moisture. Remineralising Cleansing Cream is formulated with Evian water and enriched with a combination of essential minerals (magnesium, copper and zinc) and hydrating agents. This dual action creamy, silky milk softly cleanses the face and the eye area (and even removes waterproof mascara), while delivering essential ingredients that dry skin often lacks. Soothed, your skin is left feeling soft and comfortable. Directions: Gently apply cleansing cream to wet skin (including eyes) with fingertips, apply in circular motion moving upward from the neck and décolletage to the forehead. Unlike most cleansing milk products, this one can be removed with a cotton pad or gently rinsed with water. Pat dry. Follow with Evian AFFINITY Remineralising Toner. OPTIMAL HYDRATION
22% increase in hydration after 1 hour*
* In vivo hydration measure on 12 women with dry or very dry skin, versus no applications PLEASURABLE TEXTURE
100% of women were charmed by the texture
* Usage test on 20 women with sensitive eyes 200 mL retails for $16.00 Evian® AFFINITY® Remineralising Cleansing Wipes (for Dry & Sensitive Skin) (lingettes nettoyantes reminéralisantes, Evian AFFINITY) Gently remove face and eye make-up with Evian® AFFINITY® Remineralising Cleansing Wipes. These velvety-soft cleansing wipes effectively remove all types of make-up, even waterproof mascara. Containing essential moisture-binding minerals (magnesium, copper, zinc) and naturally soothing Evian water, this unique formulation leaves skin clean without leaving any greasy residue. These pre-moisturized cloths are contained in a convenient pack for easy use at the gym, traveling or at home. In one easy step, the skin is cleansed, re-hydrated and enveloped in infinite softness. Directions: Apply one sheet to face, eye area and neck; wipe gently to remove residue and make-up. 25 wipes retails for $16.00 Evian® AFFINITY® Remineralising Softening Toner (Tonique Éclat Reminéralisant, Evian AFFINITY) (This product is already available in Canada) Rich in naturally soothing Evian water, this sheer toner finishes off make-up removal and invigorates the skin with ‘moisture-binding’ minerals (magnesium, copper and zinc) that include vitamins B5 and C in an alcohol-free blend designed to hydrate and even the skin’s tone. This pump application imparts a protective layer over freshly cleansed skin. Its velvety formula gently tones and hydrates to leave the skin bright and luminous. Soothed, skin no longer feels tight. Directions: Apply Evian® AFFINITY® Remineralising Toner following cleansing and before applying moisturizer. Pump a small amount of toner onto a cotton pad or tissue and sweep over damp skin. Massage into face and neck for even coverage. 200 mL pump retails for $16.00 Evian® AFFINITY® Velvet-Soft Remineralising Care – Dry Skin Nourisher (Evian AFFINITY soin velouté reminéralisant) Dry and sensitive skin is often characterized by a tight feeling, delicate and flaky skin. Evian AFFINITY Velvet-Soft Remineralising Care allows skin cells to increase hydration levels through its unique formulation which contains Evian water and essential ‘moisture-binding’ minerals (magnesium, copper and zinc). Evian water is naturally hydrating, soothing and beautifully balanced in minerals. Enriched with extra-nourishing marula oil, this light cream provides intense nutrition with a velvet-soft touch, while also helping to reinforce the protective barrier of the skin. This cream is scented with a unique blend of floral, fruit and musk, which includes lily of the valley, apple, iris, rose, amber and cedar. Directions: Apply to slightly damp cleansed skin in the morning and evening to nourish skin and increase softness. Evian AFFINITY Velvet-Soft Remineralising Care acts as a good base prior to make-up application. OPTIMAL HYDRATION
45% increase in hydration after 1 hour*
* In vivo hydration measure on 12 women with dry or very dry skin, versus no applications PLEASURABLE TEXTURE
93% of women were charmed by the texture
92% of women agreed that it does not leave a greasy residue
* Usage test on 20 women with sensitive eyes 50 mL retails for $27.00 New Evian AFFINITY Remineralising line:
Let your skin blossom with softness Evian® AFFINITY® Remineralising products are available beginning in January 2005 at select department stores and drugstores across Canada. For further information, product samples and photography, please contact: Christina Biluk / Emily Dyer
DDB Public Relations
416.972.7721 / 416.972.7765
christina.biluk@can.ddbpr.com / emily.dyer@can.ddbpr.com