Pour Moi Weather-Proof Smoke Alarm Drops

Positioned as the world's first concentrated serum formulated to

protect and hydrate skin that is stressed by smoke (eg from wildfire, cooking and more).

Product concept

• Prevents skin inflammation/irritation caused by smoke pollution from wildfire, fireplaces, cooking, tobacco smoke and more.

• Creates a protective shield to minimise oxidative stress caused by smoke, and in turn premature skin ageing.

• Can be applied directly to skin (even on top of makeup) or mixed in with other skincare products.

• Dosage recommendation varies according to the level of smoke in the atmosphere.

• Taps into charitable trends with the brand gifting one bottle to a firefighter with every bottle sold.

Ingredients

Includes MossCellTec, which works using the ancient intelligence of moss DNA − deemed the planet's first plant to have outlived the most severe environments (including massive fires) millions of years ago.

Trend

Targets the 45% of US skincare users who expect their facial skincare routine to protect skin from the environment.

Launched: April 2022 in the US, $45

Base: US: 1,536 internet users aged 18+ who use certain skincare products at home

Source: Kantar Profiles/Mintel, March 2021