KIEHL’S ICONIC ULTRA FACIAL CREAM JUST GOT MORE EPIC
Kiehl’s relaunches
its #1 best seller, now ultra clean with improved hydration testing
Kiehl’s #1
best seller globally, Ultra Facial Cream, became an instant cult product when
it first launched in 2006.Inspired by the adventure-testing heritage of
Kiehl’s, from the first ascent of Greenland’s peaks and the scaling of Mount
Everest to the individual adventures of Kiehl’s loyal customers around the
world, the “ultra hydrator” provides needed replenishment throughout the day by
absorbing moisture from the air for continuous comfort and moisture-balanced
skin.
Legendary for
providing 24 hour hydration in a lightweight and non-greasy texture that is
perfect for everyday use, it’s no surprise that the cream has won over 70
international beauty awards, garnered over 200,000 online reviews from Kiehl’s
customers, and that 10 jars are sold globally per minute.Today, the brand is proud to launch the newly revamped, ultra
clean version of Ultra Facial Cream-
now formulated without parabens, carbamides and T.E.A. Kiehl’s chemists also
took the opportunity to improve hydration testing on the new formula. After
just one application, facial skin is 2.3x more hydrated—even in the driest areas[1]. Skin is softer, smoother,
and visibly healthier looking. The new formula was tested on panels of multiple
ethnicities and sensitive skins, and was clinically demonstrated to hydrate all
skin types—even sensitive.
THE MAKING OF ULTRA FACIAL CREAM 2.0
Since the original Ultra
Facial Cream launchedover 13 years ago, customer preferences around certain
ingredients have changed. Though extensive research spanning decades has
confirmed that the preservatives in Kiehl’s portfolio are safe at the
concentrations used, Kiehl’s chemists are aware of the growing concern around
parabens and other ingredients that could be considered sensitizing.Based on the
growing demand for products that do not include parabens, in the mid-2000s,
Kiehl’s made the choice to develop all new formulas without parabens. By the
end of 2019, Kiehl’s entire portfolio will be paraben-free.
Given the global
popularity of Ultra Facial Cream, this was Kiehl’s most challenging
reformulation to tackle. Kiehl’s chemists take extra care with product reformulations
to ensure that users of the existing formula do not feel like that application
experience is compromised. It can take dozens of trials over multiple years to
create a formula that matches the experience, performance and safety of the
original product.
“Reformulating a product that is already incredibly beloved by Kiehl’s
customers worldwide is one of the hardest things we do in Product Innovation,”
shares Roberta Weiss, Head of Product
Innovation for Kiehl’s. “It’s an
enormous challenge to match the customer’s experience when reformulating an
existing product. To achieve this, it took 114 formulations over 5 years to
achieve parity in texture, application, experience, and performance.”
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