Nuxe looks to neuroscience for new anti-aging line

Nuxe's new Nuxuriance Gold anti-aging line

French brand Nuxe is to launch a new anti-aging range, which it claims improves women’s self esteem. The new line is called Nuxuriance Gold and targets older women, and for it Nuxe embarked on a study in collaboration with a neuroscience research lab that showed use of the products result in more positive self perception. The brand claims that this is a first for the industry.

The line targets thin, fragile and dry skin. It claims to firm, densify and add radiance to the skin.  The formula boasts four patents and ingredients that are said to be 92% natural. The packaging was eco-designed, is lighter and can be recycled.

Nuxuriance Gold comprises four products, with prices higher than the brand’s average in line with its premiumization strategy. The 30ml serum retails at €65, while the 50ml day cream-oil and night balm are priced at €59, and the 15ml under-eye balm costs €46. The line rolls out in January.