In the midst of a major shift in our collective relationship with beauty, health and ageing, what it means to be well has evolved. Consumers are taking more control of their own health outcomes and investing in self-care as they aspire to live healthier, happier lives for longer. This is the essence of the longevity movement sweeping the wellness industry, while in the beauty industry longevity skincare is gaining momentum and set to outpace anti-ageing.
Oriflame has already been at the forefront of exploratory skin research for 14 years –investigating skin ageing, protection, youth-extension and longevity which has culminated in the launch of our four patented bioactive skincare technologies which power Novage+.
We are now accelerating our longevity and wellbeing research ambitions, beginning with the recent launch of a project to investigate the biomarkers integral to skin’s longevity, explore strategies to enhance DNA repair in skin cells, as well as target older cells to prevent and reverse skin ageing.
We are also very excited to announce a collaboration with scientists at the Laboratory of Cellular Senescence and Skin Biology at the Institute for Biomedical Aging Research, University of Innsbruck. The purpose is to further research the science of skin’s longevity and build on our existing expertise, in particular to understand more thoroughly why the skin ages and the mechanisms involved.
The University of Innsbruck is one of most important research and educational institutions in Europe and their research into ageing and regeneration utilises state-of-the-art omics and cell culture technology to unravel the molecular mechanisms and networks implicated in ageing.
“Scientific research into the hallmarks of ageing and technological advancements in understanding what’s happening in our cells, have really opened up the field for new and exciting ways to delay ageing. In Oriflame, our exploratory skin research has uncovered a great deal already about youth extension and skin ageing – which has been the fuel we used to create our skincare innovations. Longevity is a key scientific territory in our research and this project and our collaboration with the University of Innsbruck, are important milestones in our ambition to empower people around the world to look and feel great.”
Antonia Simon-Stenberg, Oriflame’s Chief R&D and Communication Officer
