What's all the buzz about at Procter & Gamble Beauty lately?
It's called AquaCurrent Science, a breakthrough in moisture retention which is being incorporated into many of P&G's products from CoverGirl, Pantene, Olay, and Secret. This breakthrough is a new approach to moisturization that consists of maximizing water movement across the skin and hair through several key ingredients such as niacinamide, glycerin, petrolatum, silicones, and others. It may sound fancy, but basically means that moisture is efficiently delivered where you need it, when you need it.
One such product that uses AquaCurrent Science is CoverGirl CG Smoothers AquaSmooth Compact Foundation ($9), a hydrating makeup product that changes from solid to liquid when pressure is applied, then dries from liquid to powder as it is applied to the skin. Along with the new technology that pulls moisture to the skin, it provides the benefits of ingredients such as vitamins B and E, as well as an SPF of 15. Here is what CoverGirl has to say about the product on its website:
"Designed with AquaCurrent Science, this vitamin-enriched formula directs moisture to your skin's surface to improve its condition over time, while giving smooth, even coverage that makes imperfections virtually vanish before your eyes. This solid makeup transforms into a liquid during application, then dries to an even, powder-light finish."
Other items invented with AquaCurrent Science include Olay Regenerist, Quench, and Ribbons Body Wash products, the Pantene Beautiful Lengths Collection, and Secret Flawless Touch with Olay products.
Look for these products newly released and redesigned with AquaCurrent Science, available now in stores everywhere, or stay tuned here for more updates!
For a limited time, you can also receive free shipping on $15 of AquaCurrent Science products at drugstore.com.
Read the entire article from Women's Wear Daily here, and visit the AquaCurrent Science website to learn more.
Image: aquacurrentscience.com, covergirl.com
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- JennBee
- I'm a young fashionista on a budget aiming to bring you the best in affordable beauty - makeup, skincare, and more! I've recently become a licensed esthetician and am searching for work, so I'm always on the lookout for money-saving deals, sales, dupes, and more!
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3 comments:
This is complete bullshit. What hell is aquacurrent? It's totally made up.
Hard to believe, I know, but it's called a "new concept." There is supposed to be actual science behind it, too, which you can easily research yourself. You can choose to believe whatever you want about it, but at least form an educated opinion first.
I've been using Quench for a while and love its smooth feel. It's more than just slapping a tub of lard on my skin like cheap moisturizers. It's something different.
Now I find out that this new technology of AquaCurrent is behind it. In terms of patents and new technology, P&G can afford the best in research, patent lawyers, and scientists to research and develop such new products.
So in actuality, their products are better than those found in dept stores. I'm sold.
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