In an inner-city pomegranate grove created above O’Connell Street, Weleda launched its new line of all-natural facial care for over forties with the antioxidant-rich star of pomegranates…
In an inner-city pomegranate grove created above O’Connell Street, Weleda launched its new line of all-natural facial care for over forties with the antioxidant-rich star of pomegranates.
Weleda has been in NZ for 55 years and produces its natural skincare from orchards here and exports to Australia. Weleda production is environmentally-friendly, animal testing-free and has over twenty Fair Trade projects around the world. They grow over 100 tonnes of pomegranates a year in Turkey which are hand-picked and cold-pressed.
The Weleda range currently has botanical facial care using Almond (aimed at women with sensitive skin), Iris (women in their twenties) and Wild Rose (women in their thirties), and now Pomegrante (forties and beyond) adds to the range. So, how did it come about? Weleda holds international focus groups to assess womens’ needs, for this case, the over forties, and they reported on issues of lack of tautness, skin damage from sun exposure, and wrinkles. The best ‘lead plant’ to manage this is the pomegranate with its regenerative properties. Both the seeds and the juice in the little parcels are used.
It’s not anti-ageing skncare, it’s about supporting the ageing process. The range has three products; a serum, day cream and night cream, with an eye cream launching from 1st November 2010. The serum, to be applied after toning and before Day or Night Cream, is created to stimulate skin renewal. The airless pump is new for Weleda and one pump is enough for the face and neck.
Customers often ask why Weleda use metal tubes rather than plastic packaging. Plastic has a "bounce back" after use where air enters the tube and damages the product inside. The metal tube is designed for the preservation of the natural product.
Below: the pomegranate grove in the O’Connell Room.
Weleda’s Tracey and Adele shared the journey of Weleda in developing the new line.
The pomegranate-themed lunch at the launch featured pomegranate seeds and juice with Chinese crab and corn, scallops, beef, tartlets, and my fave; turkish delight in pomegranate juice. The POM Wonderful juice was also divine.
Lucy and Alicia enjoy a – you guessed it – pomegranate tea!
I was interested to hear about the new NaTrue certification Weleda are using. Up to three stars are awarded to levels of organic certification for products, removing the confusion about how organic something really is. This range has the top level of three stars. With QR (Quick Response) technology, customers can take a photo with their iPhone of a barcode on a NaTrue product and it will bring up detailed info on the ingredients. This is being developed and will roll out in depth shortly.
Another handy idea is the Starter Kit of three mini products in each of the four skincare lines. Perfect as a travel pack, these kits have an introductory offer of $16.99 then will retail at a permanent low price of $19.99. What a great way to try them out at home and see what’s right for you.
Weleda is available from health stores and pharmacies nationwide, see weleda.co.nz for stockists.
By Megan Robinson, 15 September 2010
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