Elizabeth Arden Introduced Visible Whitening Skincare Line


Many weeks back, I was introduced to the new Elizabeth Arden Visible Whitening Skincare line during an one-to-one private coffee session and also get to try out the new range of products during a mini beauty facial treatment too. Launched in mid March 2013, Visible Whitening is a regimen-based skincare collection that controls melanin production at all five stages, while also enhancing skin’s ability to reflect light.

Do you know biological and environmental factors such as aging, hormones, inflammation and exposure to UV rays can produce excess melanin, leaving skin darker in tone? In addition, environmental factors can also decrease collagen and elastin and increase pore size, leaving skin thin and rough. As a result, light reflectivity is reduced and skin loses its vibrant, healthy glow.

To combat both issues, Research & Development at Elizabeth Arden has created Visible Whitening System technology, a scientific approach that utilizes a complex symphony of ingredients to address the visible effects of lines, wrinkles and uneven skin tone including minimizing the look of hyper-pigmentation and maximizing skin’s radiance.

EA_Visible Whitening

The Visible Whitening regimen features innovative ingredients including vitamin C derivatives and SpectraBright™, a potent botanical Hops extract that originated from France and acts on signal reaction from UV light and melanosome transportation, to prevent melanin production.

Visible Whitening System technology counteracts melanin production at all five stages :

  1. Signal reaction from UV light
  2. Tyrosinase synthesis
  3. Melanosome formation
  4. Melanin transportation
  5. Deposition of melanin

However, melanin inhibition only treats part of the problem. With a combination of ingredients including antioxidants, collagen and elastin boosters, pore reducers, and diamond powders, Visible Whitening System technology is clinically proven to create a surface that reflects more light.

Immediate benefits :

  • Exfoliates, minimizes the look of pores, improves light reflectivity
  • Decreases look of melanin on skin’s surface

Long-term benefits :

  • Controls melanin production at all five stages for a flawless, even toned, translucent appearance
  • Improves hydration
  • Strengthens collagen/elastin matrix

The regimen :

CLEANSE – Visible Whitening Smoothing Cleanser – S$55 / 125ml
TONE – Visible Whitening Pore Minimizing Toner – S$70 / 200ml
TREAT (AM) – Visible Whitening Melanin Control Day Essence – S$130 / 30ml
TREAT (PM) – Visible Whitening Melanin Control Night Capsules – S$140 / 50 capsules
HYDRATE – Visible Whitening Smooth and Brighten Emulsion – S$120 / 100ml
MOISTURIZE – Visible Whitening Firm and Reflect Moisturizer – S$120 / 50ml
PROTECT – Visible Whitening Multi Targeted UV Shield BB Cream SPF 30 PA++ – S$80
BRIGHTEN – Visible Whitening Illuminating Eye Serum – S$85 / 15ml

Each product is claimed to uniquely develop to enhance the whitening and brightening power of every other product in the collection hence it is optimal to use all products within the skincare regimen.

[Above product information is extracted from press kit.]

Here’s a lovely invitation to the private coffee session and the mini beauty facial treatment.

elizabeth arden visible whitening

My skin looks glowing and radiant upon the mini facial. Like the texture of the UV Shield BB Cream that gives a great coverage and the shade matches my skin tone very well. It appears natural as if I never apply anything on my skin.

elizabeth arden visible whitening

Upon the mini facial, I’m pleased to receive a goodie bag that contains a big body towel, a full size Visible Whitening Smoothing Cleanser, a trial size Visible Whitening Illuminating Eye Serum (5ml) and Visible Whitening Melanin Control Night Capsules (7 capsules).

Visible Whitening collection is now available at all Elizabeth Arden counters islandwide from mid March 2013 onwards.

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