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04.10.16


NORDIC FORESTS TAPPED FOR LATEST SKINCARE INGREDIENT
- new Superdrug Optimum skincare harnesses hydration power of Birch Water -

Each early spring, for just a few weeks a year, usually silent Nordic forests are a hive of activity as enterprising farmers harvest the sap which rises through mature birch trees.

Birch water has been used as a drink and medicinal ingredient across the world for years, but recently this traditional natural beverage has been adopted by those looking for the next must-have drink.

Now Superdrug has worked with Swiss skincare scientists to create a collection which harnesses the hydration properties of birch water and offers the perfect solution for dehydrated skin.

While dry skin is a skin type which is caused by lack of oil in the skin, dehydrated skin is a condition caused by lack of water in the skin.

A key sign that skin is dehydrated rather than dry is if moisturisers sit on the surface of the skin and make it look oily, rather than sinking into the skin. Dehydrated skin absorbs products easily and quickly.

With ageing skin gradually loses its ability to hold water so dehydrated skin becomes more common as the body ages.

For over a decade the Optimum skincare collection has offered cutting edge skincare at a high street price and this year the Optimum PhytoHydrate™ Anti-Dehydration Birch Water range looks to offer those with dehydrated skin an alternative to expensive designer products.

David Cooke, Superdrug Head of Beauty said: “We’ve all grown up thinking skin is dry, oily or normal, whatever that is. Now we can understand that actually skin behaves in hundreds of different ways and is affected not only by the products we put on it, but our lifestyle and the lifestyle we lead.

“While dry and dehydrated skin have similar characteristics they will perform best with skincare designed for their special needs. We’ve become famous in the past few years for proving that really effective skincare which uses cutting edge skincare doesn’t have to carry a huge price tag.”

Available in Superdrug stores and online from early October 2016:

Optimum PhytoHydrate™ Anti-Dehydration Birch Water Micellar Water £4.99
Optimum PhytoHydrate™ Anti-Dehydration Birch Water SPF15 Day Cream £14.99.

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