Superdrug has announced the launch of its Optimum PhytoDeluxe collection, which includes SPF15 Day Cream and Comforting Night Cream, containing deluxe ingredients at a high street price. Based on the latest Swiss skincare ingredient, Black Diamond Truffle, this key ingredient can be found in other brands' premium products, but Superdrug are launching this alternative at a fraction of the cost. Specially created for women aged 40+, ingredient Platinum Matrix-EM is a mix of of precious platinum particles with a potent Tetrapeptide, and is clinically proven to boost the synthesis of collagen I and III, helping to reduce the visible appearance of fine lines and improve the skin’s hydration level and its elasticity. Dave Cooke, Superdrug Head of Own Brand, comments: “We cut through the million pound advertising campaigns, celebrity figureheads and precious packaging to offer technologically advanced products at a fraction of the cost of the designer version. Our Optimum range has been pushing the boundaries of high tech skincare for over a decade and our sales figures show us that every day women are switching from their expensive branded products to own brand products like PhytoDeluxe to make instant savings.” Optimum PhytoDeluxe will be available at Superdrug stores from 12 October.

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