Hubert Burda Media

Sulwhasoo focuses on the eyes

The Korean beauty giant continues to draw on the power of Red Pine with new additions to its bestselling Timetreasure range.

They say eyes are the window to the soul. Which explains why women spend inordinate amounts of time (and money) to keep their peepers in top condition — a task made much harder given that skin around the eyes is extremely delicate. Its thickness is approximately one-tenth that of skin on the rest of the face. It is also subject to tremendous stress, with 22 muscles in perpetual motion and about 10,000 blinks per day.

Luxury Korean skincare expert Sulwhasoo took all that into consideration when formulating its new Timetreasure Renovating Eye Serum. Part of its anti-ageing Timetreasure line, the serum continues with the brand’s tradition of drawing from Asian philosophies and wisdom, focusing on harmony and balance. This lightweight serum is infused with Red Pine, which has long been considered a symbol of longevity. For starters, a pine tree typically stays alive for over 1,000 years and rarely deteriorates or cracks due to its high resin content and strength. Pine is also known for its healing properties, with pine roots believed to strengthen bones and muscles while enhancing blood circulation.

Based on its 50 years of research in traditional medicinal herbs, Sulwhasoo identified an anti-ageing elixir found in minuscule amounts, deep within the Red Pine tree: De-Aging Active (DAA). After a complex 11-step refining process, DAA undergoes Sulwhasoo’s proprietary POJE Optimizing ProcessTM (called Chui-Song-Jung Concentration Process). This gives the active ingredient 33 times more efficacy, boosting its ability to rejuvenate and firm the thin skin around the eye, address fine lines and restore radiance. The presence of Sulwhasoo’s proprietary Compound K and Ginsenoside F1 in the formula also helps to counter wrinkles and dullness.

It should be noted that while Timetreasure Renovating Eye Serum packs the same ingredients as the signature Timetreasure Renovating Eye Cream EX, it does not replace the latter. Intended for use in tandem with the cream, the serum (which, while moisture-rich, has a non-sticky texture) serves to prime the skin for better absorption of the cream. This allows for deeper penetration of both products into the skin to reduce puffiness, restore resilience and improve the signs of wrinkles around the eyes.

For best results, it is recommended that Timetreasure Renovating Eye Serum be gently massaged into the skin, which increases absorption. This is made easier with the Sulwhasoo-designed 24k gold-plated Golden Eye Care Massager, which was created specifically to revitalise the delicate skin around the eyes. Gold was chosen as it is said to help reduce lines and wrinkles while preventing inflammation, according to traditional Korean medicinal lore. Shaped like a flying cloud — one of the 10 symbols of longevity in Korean culture — the broad and curved part of the massager assists in relieving puffiness and improving circulation; and loosening stiff orbicular muscles respectively. The massager tapers to a rounded tip, which can be applied on the six main acupressure points for anti-ageing skin care. With prolonged use, this also helps to build skin elasticity.

In conjunction with the launch of Timetreasure Renovating Eye Serum, Sulwhasoo also introduced the Timetreasure Extra Creamy Cleansing Foam. Infused with pine oil that is extracted from Red Pine, as well as other natural oils, the cleanser helps to maintain moisture levels in skin and keep it well hydrated. Working to deliver the nutrition from pine oil to skin, the cream lathers into a smooth and rich foam that is gentle on the face while thoroughly removing impurities. Both items will hit counters this month.

With the key ingredient of Red Pine working to truly reinvigorate skin from the inside out, Sulwhasoo’s Timetreasure range proves that beauty is truly more than skin deep.
This article was first published in Prestige Singapore’s July 2017 issue and is brought to you by Sulwhasoo.