SK-II SETS A NEW STANDARD OF AURA SKIN EXCELLENCE
New Cellumination Aura Essence Delivers Skin that Radiates Softly From Within
Fair translucent skin just does not cut it anymore as consumers today are looking to even out their skin texture and achieve a complexion that radiates from within. Likening this skin definition to aura skin which appears as if it were draped in a veil of light, SK-II unveils the latest addition to its Cellumination regimen – the new Cellumination Aura Essence. Introducing a new formula that harnesses the power of PiteraTM with Ume extract in new active complex Soft Aura White, the prestige brand’s latest creation presents itself as more than just a superficial skincare product. By working to improve the skin’s texture, radiance and spot control while enhancing its Soft Radiance Aura, SK-II Cellumination Aura Essence delivers translucent aura white skin with a gentle touch of light to optimize light diffusion, and brings users closer to fulfilling their skin ambitions.
A New Path to Soft Radiant Skin
Women have always admired the skin of fashion magazine models the most and desired to find products that could help propel them to the forefront of amazingly beautiful skin. SK-II has found through interviews with beauty editors and professional photographers that this desired standard of skin excellence has a gentle touch of light rather than a sharp sparkle.
Inspired by these consumer aspirations and standards set by professionals, the brand’s continuous skincare research has uncovered two newly discovered cellular factors – Cell Luminous Factor and Cell Clarity Factor – that can create an Aura of Soft Radiance to present aura skin that reflects the diffusion of light from within skin.
Cell Luminous Factor, the name for granules located at the top layer of the epidermis, brightens the skin by increasing light scattering. On the other hand, Cell Clarity Factor controls skin clarity and impacts light transmission by reducing the uptake of melanin which can obstruct light. These two factors work in tandem and a boost in both levels will illuminate the skin to project the desired Soft Radiance Aura. Hence, the more the Cell Luminous Factor count and the higher the Cell Clarity Factor, the more skin glows with increased clarity to give the desired aura glow from within as if draped in a veil of light.
1 Based on collective results of a 2012 clinical study conducted amongst 30 women aged 30-50, a 2012 clinical study conducted amongst 30 women aged 20-60 and a 2011 clinical study conducted amongst 50 women aged 20-50
Setting the Stage for Aura White Skin
Building on the power of PiteraTM, SK-II Cellumination Aura Essence is powered by the new active complex Soft Aura White which combines the signature ingredient with Ume Extract, Pixel-White™, Niacinamide and De-Melano P3C®. This new solution is designed to increase the skin’s Aura of Soft Radiance through enhancing both Cell Luminous and Cell Clarity Factors, on top of three internal factors previously identified by SK-II researchers that brightened skin – epidermis plumpness, protein glycation (keratin and collagen) and melanin degree (amount and evenness).
Ume extract, an ingredient new to SK-II, has been proven to promote Cell Luminous Factor. Made from Nankou-ume, a top grade Japanese apricot, this extract has been shown to increase Cell Luminous Factor count by 55%2, thus helping to improve skin aura. A unique form of Vitamin B3 developed for its whitening potential, De-Melano P3C® inhibits melanin uptake by keratinocytes, the predominant cells in the epidermis to promote Cell Clarity Factor. The efficacies of these two ingredients are amplified with the addition of whitening agent Pixel-WhiteTM. With the combination of these ingredients in its new complex, the Cellumination Aura Essence is able to penetrate skin layers to reduce the appearance of spots and dullness, and refine the skin’s texture to deliver a Soft Radiance.
Glowing Performance with Undeniable Results
SK-II Cellumination Aura Essence has been shown to improve the two Cell Factors and enhance the skin’s Aura of Soft Radiance to give radiating skin with a gentle touch of light. Over 4 weeks, Cell Luminous Factor count grew significantly while total melanin amount decreased when Cell Clarity Factor was enhanced. With the usage of one bottle of the Essence, 84% of women said that they liked their natural radiance, with 92% agreeing that they felt their skin start to radiate after just a week 3.
On the whole, users’ Aura Index increased by 20% after the 4-week period and 40% after 8 weeks4. Consumers will be able to measure their own Aura index with a newly developed accessory of the Magic Ring at SK-II counters in 2014.
SK-II Cellumination Aura Essence is designed to be used as a regimen with Cellumination
Day Surge UV and Cellumination Deep Surge EX as part of a holistic whitening skincare
regimen to present translucent aura white skin that radiates softly from within.
Availability & Pricing
Unlock the door to soft radiant aura skin that glows from within with the new Cellumination Aura Essence, available at all SK-II counters in Malaysia from 3 February, 2014 onwards.
2 Based on in-vitro studies
3 Based on a 2011 consumer usage study conducted amongst 156 women aged 25-54
4 Based on a 2011 clinical study conducted amongst 50 women aged 20-50
SK-II Cellumination Aura Essence (30ml) RM524
SK-II Cellumination Aura Essence (50ml) RM745
SK-II Cellumination Aura Essence (75ml) RM1,022
About SK-II
For more than 30 years, SK-II has touched the lives of millions of women around the world by helping them to “Live Clear” through the miracle of crystal clear skin and life. The fascinating story behind SK-II began at a sake brewery in Japan, where scientists noticed the elderly workers had wrinkled faces, but extraordinarily soft and youthful-looking hands.
These hands were in constant contact with the sake fermentation process. It took years of research for scientists to isolate the miracle ingredient PiteraTM, a naturally-derived liquid from the yeast fermentation process. Since then, SK-II with PiteraTM has become a special secret shared by celebrities such as Cate Blanchett, Lee Sinje, Fauziah Latiff and women around the world, transforming skin along the five dimensions of texture, radiance, firmness, spot control and wrinkle resilience critical to crystal clarity.
A leading skincare brand in 13 markets, SK-II continues to deliver the transformative power of crystal clear skin and life through well-loved products including the Facial Treatment Essence, Stempower and Cellumination Essence EX. For the latest news and in-depth information about SK-II, please visit www.sk-ii.com.my
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