Sometimes I read press releases and wonder just what I’m being sold.  Thus I read the Elemis PR spiel on their latest product – Pro-Intense Lift Effect Anti-Ageing skincare product. 

“Elemis introduces new Pro-Intense Lift Effect, a clinically-proven formula that helps to reduce facial contour sagging. Key actives include Papilactyl D, which helps to reinforce the skin’s structure, lupin for reducing the volume of the jowls and sagging of the facial contours, as well as edelweiss and tiger grass.”  …blah blah blah…

Now, I believe in Elemis products – I stock them, I use them, I see the effects…but Edelweiss?  Seriously??  Why???  I refuse to take things at face value!

So, my knowledge of Edelweiss:

  1. Julie Andrews sang about it in “The Sound of Music” – annual compulsory Christmas film of the 70’s and 80’s (They only show it every other year now.  I think it’s the law…).
  2. It’s an Alpine flower.
  3. Erm…that’s it really…

Personally I would say that the flower is somewhat unattractive.  A less generous person might say it’s downright ugly.  So why the heck would I want to spread it on my face?  Time for some research…

Elemis Pro-Intense Lift Effect doesn’t use Edelweiss flowers – it actually uses Edelweiss stem cells.  Now, to me that sounds even more unnerving (stem cells = slightly dodgy Frankenstein-esque activities, doesn’t it?).  But actually, rather than using embryonic stem cells, this product uses plant stem cells to stimulate the skin’s stem cells and protect them from damage and deterioration.  

As we age our skin cell production and activity decreases with injury, disease, ageing,  UV ray damage, pollution, too much wine, chocolate, nights on the town…that kind of thing.  By the time you reach my age (ahem…44 if you’re asking) your skin stem cells are pretty much spending the day sitting on the sofa watching Jeremy Kyle, drinking coffee, eating Galaxy and playing online Bingo.  Trust me, regeneration is the last thing on my skin’s mind!

But, when you use Elemis Pro-Intense Life Effect it gives your skin’s stem cells a bit of a kick up the bottom and makes them create proteins, carbohydrates and lipids.  These then help repair fine lines and wrinkles and restore and maintain skin firmness and elasticity.  Effectively you reset your skin’s ageing clock. No more daytime TV and afternoon naps, your skin is now popping E’s and enjoying its own personal rave all over again!

“Fair enough”, I hear you say, “we get the Rave thing (sounds quite good tbh), but you still haven’t explained ‘Why Edelweiss’?”  Well, think about it…the Edelweiss grows in a really quite harsh environment – in the winter it survives thick snow and ice, and in the summer it withstands bloomin’ intense UV rays.  Ugly it may be, but capable of defending itself against the harshest of environments? Undoubtedly!  Wouldn’t you just love that capability for your skin? 

If you particularly want the science: Edelweiss stem cells contain high concentrations of leontopodic acids A and B which have strong antioxidant properties plus strong anti-collagenase and hyaluronidase actvity, which help to limit the degradation of collagen and hyaluronic acid in the skin. 

Ah, who cares?  It’s natural and it works!! That’s all I need to know when I rub it on my skin!