The team at Boots have been working on Aqua Balance for over two years. By looking at the French beauty market they saw that consumers over the Channel had skincare regimes in place from their teens to prevent skincare issues later in life. Over here we have less of a preventative approach to skincare and tend to deal with problems in our skin when they arise. Boots wants to change our approach and have launched Aqua Balance, a brand that will sit alongside French Pharmacy lines such as Vichy, La Roche Posay and Avene. These French brands use Thermal Spring Water, but Boots have given its range a point of difference by harnessing Oligo sea salt minerals. Luxury brands such as Elemis and La Prairie have been using marine ingredients such as algae for years, as well as more niche brands like Sue Devitt and Thalgo, but now Boots is bringing this trend in skincare to the masses.
Seventy percent of women in the UK think they have problem skin says Paul Tomlinson, Boots Skincare Technical Expert, however these problems are self-diagnosed and arent severe enough to warrant a trip to the GP. It is environmental factors such as air conditioning, pollution and poor diets that can tip the balance causing outbreaks, dry patches and sensitivity; Aqua Balance works to counter-balance these problems.
To create products good enough to sit alongside established French skincare brands, Boots worked in conjunction with its French Laboratory to develop the products using ingredients from the coast of Brittany. The Oligo sea salt minerals are naturally occurring and compatible with the skin; they help to balance the complexion so any skin type can feel normal again; plus the minerals also help to soothe and calm.
The Aqua Balance range will be on counter and online from Monday 5 July, prices from £10 to £15.