Last week I went along to Canadian based Indeed Laboratories’ launch of their leading product Nanoblur. I’d seen Nanoblur advertised in couple of international magazines but didn’t really know too much about it, so I went along very keen to find out more.
The launch was at The Venue in Morningside (my 1st time there), a branch to the one you probably already know from Melrose Arch, but this one is on the 20th floor with a breath-taking 360′ of Jozi.
How did I not know about this place till now?!?
Meet Nanoblur & the rest of Indeed Laboratories’ line-up
We talked all things skin over a supper yummy lunch & Dia Foley, their VP of sales & marketing came out all the way to chat to us herself – not something you see brands do often. Pretty seasoned in the beauty industry herself, she spoke with admirable passion not just about their brand but also about what we should be looking for in skin care today. Like I’ve learnt in the adventures of my fro, it really comes down to the quality of ingredients.
Dia shared Indeed’s groundwork before they launched of analysing the luxury skin care market based purely on products efficacy i.e. stripping away packaging, celeb endorsements, “gold spoons” & other frills that brands use to market themselves. What they found was that active ingredients were minimal with technology that was 5-10 years old. And as consumers we’ve been none the wiser for years…
I obviously need to get some of Indeed Laboratories Eysilix (an upcoming launch, for “total eye rescue”) onto those bags of mine…
Nanoblur’s claims are very strong such as “Look up to 10 years younger in 40 seconds”. The box reads: “Immediate correction of the appearance of skin aging, including the look of lines, wrinkles, crows feet, sagginess & enlarged pores”. In Dia’s words “the claims are as bold as the product”.
In terms of application, Nanoblur is a skin finisher & not to be confused with a primer & “may be worn without, applied under, mixed with, or over make up, which makes it unique in its own category”. The key thing with Nanoblur, is that its best to pat it on (not rub) as it may peel. The good news is that it will last until you wash it off, unless you perspire heavily & the average application takes just 40 seconds.
Dia, doing the Nanoblur application
Having spent a fair amount of time behind the cameras back home, as a demo, Dia called up a model who was to have Nanoblur applied & pitched this to simultaneously race against a photo retoucher who’d photoshop the model’s “before” pic. For just a second it felt like I was at a tech launch & not a beauty launch! 🙂
The photo retoucher doing his thing while we watched…
As you guessed, Dia doing the Nanoblur application won the race. The photo retoucher later said he’d probably need around 40 minutes to air brush anyone’s pic decently…
Results: Nanoblur was applied to the left side of her face (i.e. your right)
Seeing the model up close in person (I made sure I had a good look & was almost nose-to-nose with her) the left side did look softer. Of course, I want to try it out for myself! Nanoblur retails for R299 for 30mls & is already available in Clicks.
There are also 3 further products that are being launched which were sampled so I’m keen to try them out myself too:
– a facial line fighter – R499
– beauty without needles (think Botox in a bottle) – R399 (available from 25th June 2013)
– intense moisture booster (can you hear my skin screaming yes please!?) – R399 (available from 25th June 2013)
Down the line there’s 2 more to look forward to:
– lashes for days in days (I was practically born bald in this department. so bring it!)
– total eye rescue (you’ve seen the evidence in above pic that I need this!)
Dia also touched on the brand’s priority of making high-tech, potent formulations accessible & have put the value in the bottle hence the fuss-free packaging. I also really like the transparency of the ingredients being listed in simple terms, on the packaging & online. It’s refreshing to feel like a beauty brand has nothing to hide…
Let you know how it goes soon!