At the event, Prevage Anti-Aging Daily Serum 2.0 was unveiled.
Rebecca Hollowood, Field Sales & Education Manager at Revlon, the parent company of Elizabeth Arden, explained in detail the benefits and clinical study results of the new product.
“Prevage 2.0 is all about protecting the skin from environmental aggressors and about slowing down any premature ageing,” she said.
“We know up to 80 percent of premature ageing comes from the sun and environmental factors.”
Rebecca said the product’s “most iconic ingredient” was still idebenone, which is a fine orange antioxidant powder.
“Idebenone was initially developed by a Japanese company (Takeda Pharmaceutical Company) for the treatment of Alzheimer’s disease and other cognitive defects,” she said.
“Still to this day it is used in organ transplants because of its powerful antioxidant properties, as it helps to slow down oxidative stress.”
Idebenone was recognised for its skincare benefits and was used in the original Prevage launch 15 years ago, in what was one of the word’s first retail cosmeceuticals.
“We (Elizabeth Arden) were the first to partner with a leading pharmaceutical company to bring cosmeceuticals to retail 15 years ago with the launch of Prevage,” she said.
“Now we’re excited to bring your Prevage 2.0 – it has four times the antioxidant power of the original Prevage, so it really is a power packed product.”
The iconic serum is now boosted with the addition of 10 powerful ingredients with idebenone to visibly reverse ageing signs and help protect against environmental damage for younger-looking skin.
In a study, 90 per cent showed a clinical improvement in the appearance of fine lines, dark spots, firmness and elasticity, according to Elizabeth Arden research.
The age-defying serum works instantly and over time to correct, protect and perfect the look of skin, Rebecca said.
Prevage Anti-Aging Daily Serum 2.0 is available from April 11 at Myer, David Jones, selected leading pharmacies, Adore Beauty and Active Skin.
RRP $215 for 50ml.
More images from the event below: