The Body Shop’s Drops of Youth Gets A New Name — Edelweiss

This simply in: The Body Shop’s Drop of Youth assortment, the model’s greatest promoting vary, will change its title to Edelweiss — the product’s key ingredient. Why rebrand an already common skincare line? It’s to take a stand towards the “anti-ageing narrative”. The Body Shop’s Drops of Youth is now Edelweiss.Founded by human rights advocate and environmentalist Anita Roddick, the favored cruelty-free skincare model has at all times had an affinity for pushing ahead completely different causes — from campaigning for saving whales in 1986 to supporting HIV consciousness efforts in partnership with UN AIDS from 2010 to 2013. Now, The Body Shop goes again to its activist roots as soon as once more because it takes a stand towards language that frames pure ageing as a foul factor. The transfer comes after a number of magnificence manufacturers have banished “whitening” and different euphemisms of their advertising and marketing up to now few years after discussions about colourism dropped at gentle the dangerous results of such labels on folks of color.  It’s not simply the title that is refreshed, the components itself has additionally been boosted. Products beneath the Edelweiss line have double the focus of its titular key ingredient — the resilient Edelweiss flower. This explicit mountain flower thrives amidst excessive climate situations within the Alps because of its capability to guard and restore itself as a result of it is full of pure antioxidants. The Edelweiss line has a brand new look and improved components. (Photo from: thebodyshop.com)These skin-nourishing properties of Edelweiss assist keep pores and skin barrier well being. What’s extra, the unassuming flower reportedly has 46% extra highly effective antioxidant properties in comparison with retinol. Isn’t that fascinating?The Edelweiss line-up consists of favourites from the Drops of Youth vary, such because the famed Daily Serum Concentrate. It may even characteristic two new merchandise:  Edelweiss Cleansing Concentrate (SGD27 per 100ML) and Edelweiss Intense Smoothing Cream (SGD60 per 50ML).The Edelweiss vary is now out there in Singapore in all The Body Shop shops islandwide in addition to on-line on Lazada and Shopee.(Cover photograph from: thebodyshop.com)Next, take a look at Glow Recipe’s new strawberry serum.

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