Kiehl’s is introducing a new and improved Powerful-Strength Line-Reducing formula, increasing the concentration of Vitamin C to 12.5 percent and adding hyaluronic acid. The original formula has long been a sought-after customer favorite, selling at a rate of over one per minute around the world with over five million bottles sold to date! Due to the difficulty of stabilising Vitamin C, improving the formula was no small feat. But with careful formulation trials and their expertise in working with Vitamin C, Kiehl’s chemists developed a new formula with an even more powerful, clinically-demonstrated performance.

“Our renovated formula, now with hyaluronic acid and a greater amount of Vitamin C, provides faster, better results,” says Dr Geoff Genesky, Scientific Director at Kiehl’s. “While Vitamin C is difficult to stabilise within a formula, the team worked meticulously to stabilise even more Vitamin C and deliver our most efficacious Powerful-Strength Line-Reducing Concentrate formula to date.”

Committed to creating award-winning and beneficial products for its customers, Kiehl’s has taken diligent measures to make the anti-aging serum even more powerful than ever before. The final formulation was determined after 89 distinct formula variations were trialed over 10 months of dedicated work. The result is a powerful, optimised formula, that delivers improved efficacy and a pleasant application experience.

“Powerful-Strength Line-Reducing Concentrate has been a standout favorite amongst our customer base since its initial release in 2005. As anti-aging serums have become an integral part of skin routines around the globe, we have remained vigilant in developing efficacious products for our customers,” says Cheryl Vitali, General Manager at Kiehl’s Worldwide. “It was important to us to maintain the qualities of the original formula that our customers already loved, but while simultaneously delivering an improved formula that would stand up to our clinical study standards.”



Now, with the heightened potency and added ingredient of hyaluronic acid, the Powerful-Strength Line-Reducing Concentrate packs a new punch and gives skin and instant boost in the appearance of radiance and smoothness. Kiehl’s chemists carefully balanced the formula to allow it to absorb quickly without feeling greasy or oily. This new formula also features a pleasant, citrus scent.

 A closer look at the ingredients

12.5 percent Vitamin C:

  • 10.5 percent pure Vitamin C (L-Ascorbic Acid) –  When used as part of a topical skincare routine, this ingredient is known to contribute to helping diminish the appearance of fine lines and wrinkles, while visibly improving skin’s radiance and texture.
  • Two percent Vitamin Cg (Ascorbyl Glucoside) – This is activated once it absorbs into the upper layers of the skin’s surface and is used in skincare products targeted to boost visible wrinkle reduction over time.


In addition to being an essential vitamin in our diets and a prominent antioxidant, Vitamin C is an efficacious topical skincare ingredient. Our formula, with 12.5 percent Vitamin C, helps to provide the following benefits:

  • Anti-aging – reduction of the appearance of lines and wrinkles, even deep-set wrinkles.
  • Radiance – visible improvement of skin brightness.
  • Skin texture boosting – visible and tactile improvement of skin’s surface quality.

Fragmented hyaluronic acid

This fast-absorbing, small-sized class of hyaluronic acid is famous for its ability to hold up to 1,000 times its weight in water. Hyaluronic acid acts like a sponge by drawing moisture into skin’s surface layers and expanding, as it absorbs and is commonly used in skincare products that are targeted to visibly reduce lines and refine skin texture.

Powerful and fast-acting clinical results

The new formula is extremely fast-acting in improving tactile skin texture, visible radiance and facial lines, while diminishing the appearance of deep-set wrinkles over time.

Immediately after using the product

  • Improved tactile skin texture
  • Improved radiance
  • Visibly decreased facial lines

After two weeks of using the product

  • Decreased marionette lines

After four weeks of using the product

  • Decreased facial wrinkles
  • Decreased deep set wrinkles

New and improved formula vs the original formula

To demonstrate the power of the new Powerful-Strength Line-Reducing Concentrate, Kiehl’s put it to the test in a clinical study against their original formula. The new formula outperformed the original for a number of attributes:

  • After two weeks of using the product, the new formula outperformed the original in the reduction of the appearance of facial lines.
  • After four weeks of using the product, the new formula outperformed the original in the improved appearance of skin texture.
  • After eight weeks of using the product, the new formula outperformed the original in the appearance of forehead wrinkles.

Fast-acting performance on crows’ feet

The Kiehl’s chemists commissioned an image analysis study on the crow’s feet region after use of the new Powerful-Strength Line-Reducing Concentrate. The new formula showed fast performance on lines and wrinkles.


Immediately after using the product

  • Reduction in number of wrinkles.
  • Reduction in length of wrinkles.

Two weeks after using the product

  • Reduction in width of wrinkles.

Powerful-Strength Line-Reducing Concentrate will be available from March, 2018, at Kiehl’s 35 Wicklow Street and Dundrum Town Centre, Arnott’s Department Store or; Debenhams Patrick Street, Cork, or at €56.

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