Johnson & Johnson is extending in February 2011 its Roc Brilliance range with a new Eye and Lash Anti-aging Primer.

One year after the launch of its latest Cytomimic technology in its Roc brand with the Brilliance range, JnJ adds a product to the range : Brilliance Eye and Lash Anti-aging Primer.

Technology / Formula structure :

Anhydrous silicone base, made of a blend of a silicone elastomer blend – Dow Corning 9041 Silicone Elastomer Blend (Dimethicone Crosspolymer (and) Dimethicone) – and silicone powder – Dow Corning® 9701 Cosmetic Powder (Dimethicone/Vinyl Dimethicone Crosspolymer (and) Silica), where maybe some Dimethicone has been added to the one already present in these two raw materials.

Dow Corning 9041 Silicone Elastomer Blend (Dimethicone Crosspolymer (and) Dimethicone) is a silicone elastomer powder with silica treated coating, claimed to mask wrinkles and give skin a silky, powdery feel.

Dow Corning® 9701 Cosmetic Powder (Dimethicone/Vinyl Dimethicone Crosspolymer (and) Silica) is a silicone crosspolymer, claimed to contribute to a silky, smooth feel in formulations, with a long-lasting skin feel. It provides thickening in anhydrous formulations.

The mix of these two silicone raw materials would give a translucent formula. To obtain aspect closer to a cream, the formula contains Titanium Dioxide to whiten and opacify the texture.

Active ingredients / Claims :

This formulas contains a Vitamin E derivative (Tocopheryl Acetate) and two metal powders blended in the anhydrous base : Zinc and Copper powders.

According to the description we have made of JnJ’s Cytomimic technology, this mix is the heart of the technology : the mix between this anhydrous anhydrous base and an aqueous formulation allows to generate a micro-current on skin through a galvanic reaction.

This formulation is very close to the first step of the three other products of the Roc Brilliance range.

The concept of the product is to give younger looking eyes by helping lashes to be stronger and skin to be instantly smoother : it is recommended to be used on the eye contour to smooth lines and soften skin, but also on lashes to strengthen and condition them. To achieve the application of the product, it is recommended to apply the primer to the complete eye contour area, including eyelids and under eyebrows, and then gently massage the primer over eye-lashes, covering lashes form base to tip.

Roc claims for this product that 3 out of 4 women felt their eyes were younger-looking, and that 93% of women noticed enhanced lash and eye beauty within 4 weeks, based on consumer evaluation.

Conclusion :

The galenic technology used by JnJ in this product is quite the same as the one used in the first steps of the three other Brilliance products : an anhydrous based containing metal powders.

The concept of the product is quite interesting : there is currently a strong trend of cosmetic products treating and improving lash condition. Those products are usually delivered through the same packaging used for mascaras. Starting from an eye contour, Roc tries another approach with this Eye and Lash Anti-aging Primer, launching a 2-in-1 product – eye contour and lash treatment – and opening a new “concept” : the layering for lashes. Just as serum in skincare (e.g. Estée Lauder Idealist or Olay Regenerist Serum), this product is a “primer” intended to be applied prior to make-up “to create a perfect canvas for applying your eye makeup”. The product recommends a specific application, including a massage of lashes.

There is a point that is hardly explained in the claims : how the e-pulse technology can work in this product ? Indeed, the three other products are two-step formulas, where the second formula activate the first one. Here, there is no second step, no “activating” formula. That’s maybe why the anti-aging claims are more “soft”, mainly based on the appearance of lines and wrinkles.

Ingredients :