Cosmetics line claims to be first to use grape seed extracts

By Simon Pitman

- Last updated on GMT

Related tags Grape seed extract Cosmetics

Honing in on its antioxidant properties, the 29 cosmetics line
claims to be the world's first comprehensive cosmetic collection
containing grape seed extract, with the aim of protecting and
repairing skin while enhancing its appearance.

Launched by California-based Lydia Mondavi, of the renowned Mondavi wine family, the collection is centered around the eyes, lips, face and essentials categories.

It also includes four feature products that focus on innovation and convenience - D'vine Conditioning Mascara, Preserves Lip Therapies, Dew Lip Gloss and Napa Mist Atomizer .

The main focus of the line is that its antioxidant properties help to purify the skin, which in turns helps skin cells to fight off free radicals that can lead to visible signs of aging.

On this pretext the line is marketed as an Age Protecting range, positioning it more towards women in the 30-plus age group.

Priced at between $22 - $50 the collection is being launched this month, both on-line and through the Neiman Marcus retail channels, giving it a distinct premium positioning.

The eyes range includes the Divine Mascara line, which is said to lengthen and curl, while also nourishing it thanks to it antioxidant properties.

The Face range includes the Napa Mist treatment, which emphasizes under make-up treatment.

This replenishing atomizer includes the antioxidant grape seed extract and is marketed as a means of spritzing the face or any other part of the body, or simply as a refreshment spray.

The face line also includes a Napa Protecting Bronzer, Crush Cheek Blusher and a Cream Powder Foundantion.

Lips get a great deal of attention in the product line up.

The Preserves Lips therapies is a collection of lip treatments that includes a protector, a lip conditioner that includes an exfoliating therapy and a moisturizer, while other products include a Wine Blot lip balm sunscreen and a Dew Lip Gloss.

Finally the Essentials line includes a pencil sharpener, brush collection and travel Essentials Collection.

Grape seed extract is also featured in a number of products by French cosmetics company Caudalie, which includes an extensive range of skin care and spa-based product, a number of which contain grape seed extract marketed for its anti-aging properties.

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