'Autumn skin: a new generation of facial serums have become this years big skincare must have'
Facial serums are the skincare success story of 2010
'The kind of fervour that saw Marks & Spencer’s shelves stripped of its new serum in June is usually reserved by beauty aficionados for the latest Chanel nail polish or Tom Ford fragrance. But when an independent trial revealed users thought they looked younger after just ten days, the skin treatment had a staggering 2,500 per cent sales boost.
Yes, serums – previously considered anywhere between expensive indulgence and superfluous marketing strategy – are the skincare phenomenon of 2010.
‘Beauty consumers are increasingly educated on skin science because the information is at their fingertips through beauty blogs and magazines,’ says Annalise Quest, general merchandise manager for beauty at Harrods.
‘They’re hungry for products that “add value” to their skincare routine and this new generation of serums boosts the results of favourite face creams, showing not only almost immediate effect but also addressing specific skincare concerns.’
At the heart of this success are superfine ingredients and clever delivery systems that allow serums to repair deep within the skin. ‘Moisturisers are primarily protectors that hydrate the surface and prevent water loss,’ explains dermatologist Dr Patrick Bowler, medical director at Courthouse Clinics. ‘Serums are far more active. The concentrations of ingredients is a key reason serums are so effective, while the delivery systems used to transport ingredients to specific target areas are getting more sophisticated. That’s why you are paying a higher price.’
If your skin should be smoother: Formulated to work overnight, NUDE Advanced Cellular Renewal Serum, £68, uses pioneering probiotic technology to stimulate the natural repair function of skin cells and speed their turnover for a softer, smoother texture. Peptides derived from milk encourage the production of the proteins, collagen and hyaluronic acid that keep skin youthful.'