Natural Selection

June 29, 2017

Natural Selection

by Elisabeth King 

Jurlique’s Herbal Recovery power trio delivers what today’s younger women want.

Since its debut in 1993, Jurlique Herbal Recovery Gel has been a cult go-to skincare solution for generations of young women. A rich concentration of pure botanicals, antioxidants and vitamins, the consistent bestseller provides instant hydration for all skin types. Celebrity fans have included Nicole Kidman, Michelle Pfeiffer, Kate Moss and Donna Air, partner of the Duchess of Cambridge’s brother, James Middleton.

When Jurlique celebrated its 25th anniversary in 2010, Australia’s number one prestige skincare brand created a limited edition 100ml version of Herbal Recovery Gel with packaging inspired by the pristine setting of the its biodynamic farm in Australia to mark the important milestone. Herbal Recovery Gel has been truly iconic for Jurlique, says Danielle Williams, Education Specialist for Jurlique ANZ.

When skin needs an instant glow, it’s difficult to go past this transparent botanical gel which soothes, protects and hydrates the skin, she adds. “It’s almost like an emergency product which gives the complexion a boost, so that skin feels more taut and looks lifted. Most women today are looking for radiance and skin health, the two key attributes Herbal Recovery Gel has provided right from the beginning”.

NEXT GENERATION OF RADIANCE / GREATER EFFICACY

In 2013, Jurlique released the ‘next generation of radiance’ in the form of Herbal Recovery Advanced Serum. The formula was re-worked from the original Herbal Recovery Gel and contains Naturadiance PB18+, a potent antioxidant complex that protects, revitalises and enhances the skin’s recovery cycle. Containing 15 bio-intrinsic botanicals, including calendula, licorice and daisy, the souped-up serum also showcased three breakthrough ingredients. 

Jurlique now does a lot more claims testing, so we can really talk scientifically about the efficacy of our products, says Williams. “Herbal Recovery Advanced Serum contains Persian silk extract, which helps to strengthen the skin cells against outside stress. Wu zhu yu extract boosts micro-circulation and peach leaf extract helps to promote cellular regeneration. Eighty seven per cent of women surveyed experienced a significant improvement in skin dullness within seven days”.

Jurlique has become a true global beauty brand, enjoying high growth worldwide, particularly in Asia. We have learned a lot from the Asian approach to skincare, says Williams. “Asian skins are so fine and delicate. But they can be easily irritated and become dehydrated, so they need gentle, hydrating and effective skincare”.

Deep insights that have led to Herbal Recovery’s expansion to a round-the-clock skincare routine for all ethnicities and age groups. Women who are genuinely committed to boosting skin radiance and health know that basic cleanser and moisturiser won’t deliver the hoped-for results, says Williams. “The Herbal Recovery ritual rests on four main pillars. To gently and thoroughly cleanse and prep the skin, there’s Herbal Recovery Antioxidant Cleansing Mousse, Mist and Activating Water Essence. In the serum category, customers can select Herbal Recovery Advanced Serum, Neck Serum and Antioxidant Gel Mask. Herbal Recovery Night Cream and Antioxidant Face Oil both work on the appearance of fine lines and deeply moisturise the skin. For the delicate eye area, we offer Herbal Recovery Advanced Eye Serum and Eye Cream”.

NEW LAUNCH OFFERS MILLENNIALS ANTI-AGEING POWERHOUSE

Williams is quick to point out that consumers don’t have to use every product in the Herbal Recovery range to achieve enviably radiant skin. “We always try to give customers a clearly mapped-out skincare routine that suits the individual needs of their skin. Jurlique has never been a brand to stop at good enough and we have made massive jumps in formulations of many of our adored originals, not only Herbal Recovery Gel. So it’s time to reach out in a more targeted way to another generation of young women who don’t require serious anti-aging solutions, but who need preventative, in-depth care”. Jurlique has been driving strong growth in Australia, Asia, notably China, and other key markets by launching fuller product lines and major anti-ageing franchises like the globally successful Nutri-Define lineup. Millennials have become game-changers in the skincare category. Many of them don’t want to mask flaws, they want to invest in proper skincare so they can wear minimal makeup. Given the choice, over 50 per cent are looking to buy natural/organic products.

Williams is quick to point out that consumers don’t have to use every product in the Herbal Recovery range to achieve enviably radiant skin. “We always try to give customers a clearly mapped-out skincare routine that suits the individual needs of their skin. Jurlique has never been a brand to stop at good enough and we have made massive jumps in formulations of many of our adored originals, not only Herbal Recovery Gel. So it’s time to reach out in a more targeted way to another generation of young women who don’t require serious anti-aging solutions, but who need preventative, in-depth care”. Jurlique has been driving strong growth in Australia, Asia, notably China, and other key markets by launching fuller product lines and major anti-ageing franchises like the globally successful Nutri-Define lineup. Millennials have become game-changers in the skincare category. Many of them don’t want to mask flaws, they want to invest in proper skincare so they can wear minimal makeup. Given the choice, over 50 per cent are looking to buy natural/organic products.
Millennials have taken the skincare category to a whole new level, says Williams, so it was time for us to re-focus on younger consumers because they really want to be part of the conversation long advocated by Jurlique. “The texture of Herbal Recovery Gel has always appealed to women in their 20s and 30s, especially those who live in humid climates. They get the results they are looking for without the heaviness. Also, now more than ever before, younger women are looking for skincare with pure and potent natural and organic ingredients. There’s a lot of awareness among consumers about Jurlique’s expertise in natural skincare, but not so much about the advances we have made in results-driven products”.

To reinforce Jurlique’s continued progress in scientific innovation within the Herbal Recovery range in the past few years, the company is launching Herbal Recovery Advanced Day Cream in late July, a luxuriously textured moisturiser that targets the first signs of ageing. It contains many of the same plants and pure botanicals of the original formula, but the cornerstone ingredient is Japanese Cedar Bud Extract. “Harvested on the French island of Reunion, the powerful extract reduces the appearance of fine lines and wrinkles and reinforces the skin’s barrier function”, says Williams. “The buds are crucial to the tree’s regeneration and the extract is nothing short of an anti-ageing powerhouse that makes the skin look visibly younger, healthier and more radiant”.

CLINICAL RESULTS ATTRACT NEW CUSTOMERS

The key visual of the new launch sends a strong message to younger women. Beauty today is all about diversity, says Williams, and women of all ethnicities can fast-track results with what we are calling the Herbal RecoveryPower Trio - the new Advanced Day Cream, partnered with Herbal Recovery Advanced Serum and Eye Serum. All three performed amazingly well in clinical trials. Ninety per cent of women reported an increase in radiance around the eye area after regular use of the eye serum. While 87 per cent experienced visibly healthier skin following regular use of the Advanced Day Cream and a noticeable improvement in skin dullness after using the Advanced Serum for only one week”.

The key visual of the new launch sends a strong message to younger women. Beauty today is all about diversity, says Williams, and women of all ethnicities can fast-track results with what we are calling the Herbal RecoveryPower Trio - the new Advanced Day Cream, partnered with Herbal Recovery Advanced Serum and Eye Serum. All three performed amazingly well in clinical trials. Ninety per cent of women reported an increase in radiance around the eye area after regular use of the eye serum. While 87 per cent experienced visibly healthier skin following regular use of the Advanced Day Cream and a noticeable improvement in skin dullness after using the Advanced Serum for only one week”.

Founded in 1985 Jurlique enjoys high brand recognition in Australia, but we are attracting many new customers who approach us with an air of curiosity, says Williams. “They’ve heard about us from the media, family and friends. But they want to know more about how our skincare can produce the same superior results as synthetic products. They are sceptical about ingredients they find hard to pronounce and claims that don’t match reality. The Herbal Recover Power Trio, centred on the new Advanced Day Cream, delivers real answers through immediate and longterm results”.




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