Sederma, the France-based ingredients provider, has launched Ovaliss, a product that the company claims will counteract the appearance of a double chin. The ingredient is designed to help those who wish to fight against double chins that are the result of ageing, as well as those suffering from the phenomenon as a result of weight gain and obesity problems. According to the company, Ovaliss reduces the thickness of fatty tissue helping to erase the double chin and reshape the facial contours. Sederma performed clinical trials of the product on 25 women who were asked to apply an emulsion containing 2.5 per cent Ovaliss over a period of 56 days. Sederma state that a significant decrease in the fold of fat was noticed in 64 per cent of the volunteers, in addition to a significant decrease in the thickness of fatty tissue in 88 per cent of the volunteers. This latest release taps into the trend for highly specialised, niche products, particularly affecting established market areas such as the anti-ageing segment. The micro-segmentation trend is becoming more popular as a means to differentiate products in a relatively saturated market place, with manufacturers attempting to capture the attention of the increasingly discerning consumer for whom simple anti-ageing and moisturising claims are no longer sufficient. Recent finished product releases include Rodial's tummy tuck product that claims to increase the fat burning metabolism in the abdominal area, thereby reducing the waistline with visible results from the first few applications. Furthermore the UK-based company has a lip plumping product, marketed as a multipurpose product designed to nourish and refine wrinkles, plumping up collagen on skin and lips. Sederma's ingredient also exploits the current popularity for cosmetics products that mimic the effects of plastic surgery as the more traditional approaches to double chin treatments are surgical. The popularity of surgery inspired cosmetic products is growing with a plethora of launches at this year's Beyond Beauty trade show in Paris.