Pioneering all-natural anti-ageing skincare brand LAVERÉ re-launches with ultra luxurious new look and innovative products!

• Thursday, 16 October 2008

LAVERÉ (pronounced “la-ver-ray”), the up-market sister of the ever-popular lavera natural cosmetics brand, now boasts even more skin-loving organic ingredients in its 100% natural formulations to deliver naturally effective ‘feel good’ skincare every day.

Re-launching in the UK from Autumn/Winter 2008 into department stores and high-end organic shops, the LAVERÉ premise is 'Made by nature. Made to work'.

The brand, which counts Lady Isabella Hervey, Jerry Hall, Vogue cover girl Georgina Cooper, Dame Kelly Holmes, Fran Cutler, Beverley Knight and Marie Helvin amongst its high-profile fans, has also been extended from 10 products to 31 and been given an ultra-luxurious new look to grace any green goddesses bathroom!

The inspiration for LAVERÉ came from Klara Ahlers (1), a life-long devotee of natural cosmetics who in 1988 opened the first specialist shop in Germany for natural cosmetics. Klara’s vision was to bridge the gap between niche and natural, and mainstream luxury brands without compromising on efficacy, ingredients or packaging appearance, and so LAVERÉ (meaning ‘golden truth’) was born. The line comprises four skincare systems, three facial and one for the body:

Hydro for skin over 25
Intensive for skin over 35
Solution for skin over 45
Body Effect for all ages

Each product within the LAVERÉ line is packed with a unique selection of innovative, high quality organic ingredients specially selected to suit skin’s changing needs as it ages. The formulations are light on the skin, dermatologically tested, demonstrate excellent tolerability, BDIH certified (2) with consumer tests (3) reporting > 90% improvement in the feel and appearance of the skin.

Prices range from £13.50 for the Hydro Energy Cleanser to £95.00 for the Solution Power Glamour:

The 9-product HYDRO line provides 24 hour energising and moisturising care for the needs of skin 25+ that is showing early tell-tale signs of laughter lines and needs increased moisturisation. Key ingredients: Hyaluronic Acid, water lily extracts and a fruit acid complex of organic apricot, pomegranate and mango. ‘Hero’ product - Energy Cleanser (£13.50)

The 7-product INTENSIVE line is for skin 35+ showing the first signs of maturity - increased dryness, decreased elasticity and suppleness, more pronounced wrinkles and the first age spots. Skin needs concentrated care to slow the signs of ageing. Key ingredients: Cova B Trox and plant-based nutraceramides to boost the skin’s natural defences, whilst revitalising and energising the complexion. ‘Hero’ product - Absolute Day Cream (£39)

The 9-product SOLUTION line delivers luxurious, intensive and regenerating skincare for 45+ women and is formulated to effectively combat the signs of ageing. Natural isoflavones activate the skin regeneration process, improving elasticity and maintaining a radiant appearance. ‘Hero’ product - Power Lip Expert SPF5 (£35)

The 6 products in the BODY EFFECT line help towards tighter, firmer skin. Invigorating seaweed extract restores natural moisture in the skin and a younger, firmer figure. ‘Hero’ product - Active Shower Cream (£19.50)

ENDS

(1) Klara Ahlers is joint Managing Director of laverana GmbH with Thomas Haase who founded the company in 1987.

(2) Products bearing the BDIH seal of approval use natural ingredients e.g. high-quality plant-based oils, fats and waxes, herbal extracts, floral waters or essential oils and aromatherapy fragrances, obtained wherever possible from controlled biological cultivation, or controlled biological wild collection. No organic-synthetic dyes, synthetic fragrance, ethoxylated raw materials, silicon, paraffin or other mineral oil derivatives are used.

(3) Results of 30 women using LAVERÉ exclusively for a period of 3 weeks

LAVERÉ is manufactured in Germany by laverana GmbH, and distributed in the UK by Pravera Ltd

Media enquiries: Tracey Hollom, Vert PR. Tel: 01925 210 349 / 07899 964 641 Email: info@vertpr.co.uk

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