“According to a recent survey, the majority of women would rather gain ten pounds then look ten years older” explains Charity Finnigan, Elizabeth Arden’s Brand Manager. This can’t surely be true i’m thinking, but as I look around this room of women all I see and hear are nodding heads and approving sighs. I guess ageing is something I haven’t really thought about having just turned 26, but more and more women I speak to from experience are saying the same thing, that they wished they took more preventative measures in anti-ageing and that it’s not too late for my generation to start. Unless I get some hard scientific facts i’m a sceptic, and that is exactly what Elizabeth Arden delivered in their flawless presentation about their newest range of Ceramide products; Flawless Future.

Charity Finnigan’s presentation

It’s hard to come to terms with something when you’ve never had to experience it yourself but it’s inevitable that one time or another the signs of ageing will be apparent on our face. Unlike those who would resort to drastic measures I would prefer to grow old gracefully and with some help it’s becoming easier and easier for women to do that. Here comes the science: 25 years ago, Elizabeth Arden patented ceramide technology. Ceramides are the molecules that keep the skin healthy and support the collagen produced. Over the years, these ceramides begin to deplete causing the skin to age and a huge factor is stress. During a recent study, the most stressed out age group are 20-30 year olds and it has shown that the biggest loss in ceramides happen in your 30’s. Aiming an anti-ageing product for this age group then makes total sense and Elizabeth Arden have the right idea.

The Flawless Future Collection is comprised of;

Flawless Future powered by Ceramide ™ Caplet Serum

This serum which soothes and brightens skin is powered by Micro-Caplets which provides an even application and effective penetration. Over 80% of women who tried this reported that their skin was smoother, brighter and looked stress-free. This product is pure luxury for the skin.

Flawless Future powered by Ceramide ™ Moisture Cream SPF 30

A daily moisturiser that hydrates and brightens, diminish discolourations and softens lines and wrinkles. This cream is enriched with rice kefiran which is proven to improve hydration, glycerin and shea butter. Pearlescent pigments and mica in the ingredients also enhance complexion. Over 90% of women felt their skin looked smooth, supple and hydrated. SPF also provides skin with sun protection. After a week of using this I saw an immediate difference in my skin brightness and hydration and the amazing scent makes me look forward to applying this.

Flawless Future Powered by Ceramide ™ Eye Gel

This brightening gel fights the appearance of stress and fatigue around the eyes for a radiant, brighter look. The formula is boosted with vitamin E and hydrating sodium hyaluronate and a unique algae extract complex that targets puffiness and dark circles. The design of the dispenser means that it controls the appropriate amount of product to the eye, really handy! Over 70% of women reported a visible difference to fine lines, stress and fatigue were relieved and brightness was improved. Another bonus is that this eye gel is safe for sensitive skin and contact lens wearers.

As all Elizabeth Arden products are, they are all presented nicely and look great in my bathroom cabinet. The great thing about the launch was that as well as learning about the new products it was full of other inspirational beauty writers and bloggers sharing tips with each other and enjoying themselves with the incredible Elizabeth Arden team. They put on a really special evening and went above and beyond expectations to make sure we were welcomed, informed and having a great time. It really makes a difference when huge brands go that extra mile and I really look forward to seeing what else Elizabeth Arden have in store.

Flawless Future is available exclusively at Debenhams from now until 10th August and launches nationwide 15th August.

follow @ardenUK for more information. www.elizabetharden.co.uk

keshini misha.