Style » Grooming

Kiehl’s Marvels at "Heavy Lifting" Facial Fuel

by Matthew Wexler
EDGE Media Network Contributor
Thursday Jun 6, 2013

Who says superheroes can't moisturize? Leave it to the innovators at Kiehl's to partner with Marvel Custom Solutions in creating a limited edition comic that delivers an action-packed adventure, set in Kiehl's historic New York Flagship store.

The whimsical product launch promotes Kiehl's Facial Fuel "Heavy Lifting" Firming, Lifting, Anti-Wrinkle Moisturizer for Men ($40). The innovative dual-action, anti-aging cream is formulated specifically for men's tough skin. The Limited Edition Captain America Comic Book will be available complimentary with any Kiehl's purchase, beginning June 4, while supplies last.

The 12-page story, set in Kiehl's apothecary in Manhattan's East Village, not only weaves in characters from Kiehl's past and present, but also features the legendary Avenger in dramatic conflict with Cobra, a sinister mercenary attempting to steal artifacts that may have been used to transform skinny Steve Rogers into the muscular Super Soldier. Apparently crime fighting can take a toll on one's complexion.

"At Kiehl's, we have been focused on the specific needs of our male customers since at least the 1970s, when we first introduced our White Eagle Shave Cream -- a longtime customer favorite," states Chris Salgardo, President, Kiehl's USA. "We develop products for men that meet their skincare needs without complicating the process. Even today, as men have become more sophisticated, increasingly demanding better results from the products they choose, they appreciate the fact that there's no hype around our products. They're formulated to work, to be easy to use, easy to incorporate into a regimen and most importantly, show results."

To develop a more effective anti-aging product for a man's unique needs, Kiehl's chemists took a very focused approach throughout the development process:

Men's skin is thicker, with 25 percent more collagen. This thickness impacts the way men's skin ages -- more slowly at first, but displaying deeper and more pronounced wrinkles later. This thickness also impacts the effectiveness of an anti-aging moisturizer.

Considering that a man's skin is subject to more damage, from exposure to UV, environmental pollutants and daily shaving, men require a product that is able to act on wrinkles while decreasing any inflammation and free radical damage on the skin. Power-packed with caffeine, known to decrease puffiness, and Vitamin C, a well-documented antioxidant, the result is youthful, healthier looking skin.

Finally, a man's skin is oilier and tends to sweat more. This common issue causes many men to shy away from hydrating for fear of adding more oil. Kiehls chemists formulated this product with glycerin, known for its ability to absorb moisture without any greasiness or added oily appearance.

Facial Fuel’s "Heavy Lifting" Superpowers

Facial Fuel "Heavy Lifting" contains an effective "Lifting" complex of ingredients to infuse skin with strengthening actives to reinforce age defenses for more visible anti-aging results.

Capryloyl Salicylic Acid (LHA)
Within the formula, known for its ability to provide targeted exfoliation, help smooth imperfections on the skin and improve dull looking skin.

Linseed Extract
Natural extract, rich in oligosaccharides ( = sugars) and proteins, within the formula it is known to provide strong anti-aging capabilities to help reduce the appearance of wrinkles while increasing firmness.

Hybridur & Soybean Extract
Tensing (tightening) ingredients to help lift and firm skin. Hybridur within a formula is a polymer that offers visible tightening benefits to the skin; Soybean Protein extracted and purified from soya seed sprouts, which are rich in oil and polypeptides.

This humectant draws moisture from the air to help increase hydration; helps skin regain its suppleness and smoothness.

A signature Facial Fuel ingredient known for its stimulating and energizing properties.

Vitamin C & E
Signature Facial Fuel ingredients that are known antioxidants.

Cocoa Seed Butter
Natural butter that nourishes the skin and protects the skin barrier

Kiehl’s provided a product sample for review purposes.

Matthew Wexler is EDGE's National Style and Travel Editor. More of his writing can be found at Follow him on Twitter and Instagram at @wexlerwrites.


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