La Mer’s latest entrant, The Concentrate, is all set to add to the glory of its predecessors. But, is it worth the hype?
What is it about La Mer that makes evey woman go weak in knees? What is that hushed secert that Holywood celebrities talk about in cryptic language? What is that makes La Mer products so popular, so expensive and so effective? We would say rocket science. If not literally, then figuratively.
The story of how La Mer, the brand, was born is no less than an accident, literally. Somewhere in the 1950s, Dr Max Huber, an aerospace physicist was working in his lab on a rocket stabiliser. As a result of an accidental explosion in the laboratory during an unfortunate experiment, the scientist got severe burns on his face. Without suitable cosmetic remedies, he has no choice but to transform this traumatic accident into a discovery.
For 12 years, he intensively researched and attempted to create solutions which are adaptable to most skin types and heal scars. In his product, he incorporated the therapeutic benefits of seaweed, a plant, which was unknown until then. He was experimenting with Macrocystis pyrifera, a variety of kelp found in the ocean, very close to where he lived in California. He eventually did concot an elixir. It not only healed his wounds but miraculously restored his skin texture. As people started talking about his skin transformation, Huber had a business idea. In 1965, he bottled the cream, named it Crème de la Mer (literally translating to the Cream of the Sea). After the company was bought in 1991 by Estée Lauder, the cream aqcuired a urban legend status. And after that every time, La Mer launches a new product, it not just creates a buzz but also becomes the talk of the town.
Recently, the skincare brand launched The Concentrate, an energising shot that promises to wake up the self-regeneration mechanism of the skin. It gives a considerable boost to cell renewal and promotes hydration. Right from the first application onward, there is a reduction in redness and irritation. It makes the skin more illuminated and complexion even. The Concentrate works like an SOS system, especially for the burnt or weakened skin.
This product is made with a meticulous process that uses the seaweed that can transform most damaged skins. This handmade formula is exposed to bio-fermentation for four months. It is then subjected to vibrations that mimic the surf waves, and a light that reproduces the glow of the moon. It also has a patented Miracle Broth, which is a powerful compound with unmatched properties. This serum can work effectively on acne scars, repair fragile skin cells after sun exposure and reduce wrinkles and fine lines.
The Concentrate, priced at `34,200, creates a protective barrier that can regenerate the skin and preserves it from the harmful effects of pollution and oxidative stress. In less than a month, this product has stirred the beauty world. And we aren’t surprised.