Orlane is expanding its nighttime treatment offering with the introduction of three products: Nuit Extreme Anti-Wrinkle Regenerating Night Eye Contour cream and Night Care cream, which are rolling out now, and a serum that’s due in September.
The range is based on the results of round-the-clock chronobiology study by the firm of the skin’s biological rhythms.
Orlane’s studies indicate that between 11 p.m. and 3 a.m., “most cell regeneration happens, but is most prolific between the hours of 1 a.m. and 3 a.m.,” according to Denise Gorant, national trainer for Orlane. The firm contends that microcirculation in the skin reaches a peak toward 11 p.m., providing oxygen to cells. Then, toward 1 a.m., cells “multiply intensely.”
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“So, Orlane found the times for these products to be most effective,” said Gorant. The Nuit Extreme Anti-Wrinkle Regenerating Night program employs Sirt complex, which includes rice and soy extracts and is billed to stimulate sirtuins, which are proteins said to prolong the life of skin cells, repair damaged cells and help slow down the rate at which the skin appears to age.
“The more you activate [sirtuins], the healthier your cells will be,” said Gorant.
Sirt complex is designed to enhance cell and DNA repair and cell renewal. The eye cream uses a blend of caffeine and escin extracts to smooth the eye contour.
At around the age of 40, according to Orlane, oxytalan elastin fibers at the dermal-epidermal connection weaken, diminishing elasticity and causing the appearance of surface wrinkles. Nuit Extreme Anti-Wrinkle Regenerating Night products are supposed to reinforce this connection.
After 28 days of application, the products, according to Orlane, diminish the number of wrinkles by 21 percent — and by 25 percent after 56 days of use.
Night Eye Contour cream is priced at $150 for 15 ml., and Night Care cream is priced at $300 for 50 ml. Industry sources estimate the Nuit Extreme Anti-Wrinkle Regenerating Night program could generate first-year retail sales of between $3 million and $5 million.
In the U.S., the items will reach about 75 stores, including Neiman Marcus and selected Saks Fifth Avenue and Bloomingdale’s locations.