A recent introduction in French skin care may be based on new-gen biotechnology, but its origin story dates back millenniums.
Firn, whose name echoes the term for the compacted layer between snow and glacial ice, is being marketed as the first brand to combine plant stem cell technology, a relatively young science in skin care, with longevity-related proteins discovered in micro-organisms exposed by glacier melt in the Swiss Alps.
That places Firn squarely in a new lifestyle focus on preventive products that feel “gentler, more hopeful and more holistic,” according to Vincent Grégoire, the director of consumer trends and insights at the consulting agency NellyRodi, rather than on curative products such as anti-aging creams.
“Longevity is the big beauty, art de vivre and food trend of the moment,” he said. “The quest for eternal youth used to be for baby boomers, but now it’s caught on even among teenagers. It’s going to structure the next decade.”
Firn promises to do the usual things, including hydrating the skin, erasing dark under-eye circles and promoting cellular renewal. But its patented complex of active ingredients, derived from those tiny organisms dormant since the Ice Age, is said to increase the skin’s natural capacity for self-regeneration by 75 percent.
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