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Lancôme bets on a new era of longevity, asking: What if living longer also meant living better?
🇺🇾 Uruguay /Culture & Society

Lancôme bets on a new era of longevity, asking: What if living longer also meant living better?

From El País · () Spanish

Translated from Spanish, summarized and contextualized by DistantNews.

At a glance

In-depth Sources not specified Context piece
  • Lancôme launched its Absolue Longevity MD skincare line in Uruguay, focusing on cellular longevity and integral well-being.
  • The new line is based on Mitopure, a molecule from Swiss biotech Timeline, which activates mitochondrial renewal.
  • The launch event featured experts discussing active longevity and personal care, emphasizing investment in health for a better future.

Lancôme is ushering in a new era of active longevity with its Absolue Longevity MD skincare line, launched in Uruguay with a focus on integral well-being. The brand aims to shift the conversation around aging from simply accumulating years to enhancing life's fullness.

What if living longer also meant living better?

— LancômeHeadline framing the brand's approach to aging and longevity.

The Absolue Longevity MD line is built on cellular longevity science, featuring Mitopure, a patented molecule derived from Urolithin A. This postbiotic activates mitophagy, the process of renewing mitochondria, which are crucial for cellular energy. This scientific backing includes over $50 million in research and development, 15 years of studies, and more than 50 international patents. Timeline, the Swiss biotech company behind Mitopure, was recognized in the XPRIZE Healthspan competition. This marks the first global rollout of Mitopure through a beauty brand, following its prior exclusive use in supplements.

What if aging wasn't about adding years, but about enhancing fullness?

— LancômeIntroduction to the Absolue Longevity MD launch event and its philosophy.

The launch event in Uruguay brought together experts and notable figures to discuss the science and philosophy of aging. Gerontologist Diego Bernardini highlighted the importance of investing in health, autonomy, and purpose today to enjoy a better quality of life tomorrow. He aimed to demystify preconceptions about aging. Brand ambassador María Noel Riccetto, director of the National Ballet of Uruguay, shared her perspective on how personal care has evolved to embrace aging consciously and healthily.

It is urgent to invest today in health, autonomy, and purpose to enjoy a better quality of life tomorrow.

— Diego BernardiniGerontologist speaking at the Lancôme event about proactive aging.

This initiative by Lancôme represents a fusion of cutting-edge science and high-end cosmetics, designed to support individuals who choose to live each life stage with vitality, health, and well-being. The strategy aligns with a global push initiated in 2024 when L'Oréal invested in Timeline, signaling a broader industry trend toward science-backed longevity solutions in beauty.

Personal care today has evolved to embrace the passage of time from a conscious, healthy, and transformative perspective.

— María Noel RiccettoBrand ambassador and ballet director reflecting on aging and self-care.
DistantNews Editorial

Originally published by El País in Spanish. Translated, summarized, and contextualized by our editorial team with added local perspective. Read our editorial standards.

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