WITH the search for solutions to Ma 7 the problem of visible ageing now a number one priority for most women, it's hardly surprising that Japanese cosmetic house Shiseido has just introduced a new line specifically designed for what the company calls "mature skin " Shiseido has been in business Thor more than a century (making the business pretty mature itself) and since its arrival in this country four years ago has developed a devoted following which is only likely to increase with the arrival of its latest range, called Benefiance.
After seven years research into the relationship between enzymes and the formation dry, rough skin and forming the basis of all Benefiance products is an ingredient which has been named TRA Revitaliser. Shiseido claims that this "encourages the normalization of plasmin enzymes" and works "to help prevent incomplete keratinization." While there is a wide assortment of Benefiance items to suit different skintypes, by far the most popular of all products in all countries where the range has already been launched is the Revitalising Eye Cream which retails here at £34 for a 15 ml jar. In addition to TRA Revitaliser, the eye cream contains bio hyaluronic acid which "hydrates skin deeply and encourages moisture retention" together with additional energisers and anti oxidants. Given the new range's success everywhere else, Shiseido is confident that Benefiance will receive a beneficial reception in Ireland too.