ELIXIR’s New Anti-Aging Duo Is Here to Firm, Brighten and Protect Your Skin
From collagen-focused firming care to a beige-toned SPF that tackles the look of dark spots, ELIXIR brings its latest Japanese skincare innovations to Watsons.
Ageing gracefully is one thing. Having a skincare routine that knows what it is doing is another. Japanese skincare brand ELIXIR is expanding its anti-aging lineup with two new additions designed to tackle some of the most common visible signs of ageing: Total V Firming Cream and Day Care Revolution Tone-Up Pure Beige SPF50+ PA++++. Now available at selected Watsons stores and online, the duo takes a targeted approach to firmer-looking skin, uneven tone and daily sun protection.
Established in 1983, ELIXIR has spent more than four decades researching collagen and its relationship with skin firmness and a youthful-looking complexion. Its latest launches continue that focus, with one product dedicated to nighttime lifting and firming care, while the other combines daytime UV protection with moisturising and complexion-perfecting benefits.
Total V Firming Cream: Giving Sagging Skin Some Attention
If loss of firmness and less-defined facial contours have been making themselves known, ELIXIR's Total V Firming Cream is designed with those concerns in mind.
The lifting cream builds on the brand's collagen research through its V-Build System, which addresses four factors associated with facial skin sagging: collagen, facial muscles, erector pili muscle and stem cells. Rather than focusing on a single aspect of ageing, the system takes a broader approach to supporting the structures associated with firmer-looking skin.
At the centre of the formula is ELIXIR's V-Firming Complex, developed to support the generation of five types of collagen. The cream also incorporates the brand's advanced collagen technologies, including V-Build CP EX, V-Firming CP EX and COLLAGenerator™. Selected from approximately 140,000 combinations through ingredient research, COLLAGenerator™ is designed to support the development of high-quality collagen for skin that looks firmer and more resilient.
But the brand's approach does not stop at collagen. Its latest Tension Wrapping Technology forms a tension film around the skin to help create a firmer, more lifted-looking appearance. This is paired with the V-Build Method EX, an updated application technique designed to lift and hold the skin as the cream is applied.
ELIXIR also offers the V-Build Massage Method, which is intended to work alongside the cream as part of its firming approach. In other words, how you apply your skincare gets a little more attention, too.
The results are promising on paper. In testing conducted on 31 Asian women aged 35 to 55, Total V Firming Cream demonstrated improvements in firmness, elasticity, smile lines and cheek lifting after 12 weeks.
Priced at RM410, it is ELIXIR's option for those looking to invest in a more targeted firming routine.
Tone-Up Pure Beige SPF50+ PA++++: Your Daily Dose of Sun Protection and Colour Correction
A good daytime moisturiser should do more than sit pretty on your vanity. ELIXIR's Day Care Revolution Tone-Up Pure Beige SPF50+ PA++++ combines sunscreen, primer and moisturiser in one step, offering a practical option for anyone who wants daily sun protection without piling on multiple layers.
The new Pure Beige shade joins the brand's Tone-Up Anti-Aging UV Moisturizer range, following the success of its Baby Pink shade, which has shipped 2.5 million units globally. This latest addition is designed to address the appearance of dark spots and uneven skin tone, delivering a more natural-looking finish without an obvious white cast.
Its approach centres on two technologies: 3D Tone-Up and Perfecting Tone-Up. Together, they aim to make the complexion look brighter and more even while addressing the appearance of shadows associated with a loss of skin firmness.
A Little Lift, A Little Light
First up is 3D Tone-Up, which focuses on the appearance of shadows that can become more noticeable as skin loses firmness and smoothness. Inositol GL, Collagen GL, M-Bouncer CP and Watercress Extract BG work within the formula to support collagen production and a plumper, lifted-looking appearance.
Then comes Perfecting Tone-Up, which focuses on visible discolouration. Tone-Up Gold Pearls and the specially developed Pure Beige shade help brighten the complexion instantly, while a vitamin C derivative and Glycyrrhizic flavone support the formula's melanin-control approach.
The result is a tone-up moisturiser with SPF50+ PA++++ protection, designed to leave skin looking brighter and more even without the overly pale finish that some tone-up products can deliver.
Clinical testing demonstrated a 24% improvement in firmness and a 24% improvement in brightness. The formula also demonstrated 12-hour makeup retention and 24-hour moisturisation, making it an appealing option for those who want their daytime skincare to pull its weight.
At RM115, Pure Beige brings several everyday essentials together in one product, particularly for anyone who prefers a streamlined morning routine.
How to Build Your ELIXIR Anti-Aging Routine
The two launches are designed to complement each other, with Total V Firming Cream focusing on lifting and firming care, while Tone-Up Pure Beige provides daytime moisturisation, complexion enhancement and UV protection.
For those looking to add another targeted step, ELIXIR The Serum can be incorporated into the routine as an additional anti-aging treatment. Priced at RM326, it rounds out the brand's lineup for consumers who want to take a more comprehensive approach to their skincare regimen.
As always, daily sunscreen application remains an important part of protecting skin against UV exposure, while results from skincare products can vary from person to person.
Where to Shop
ELIXIR's latest anti-aging offerings are now available at selected Watsons stores and online.
Price list:
ELIXIR Total V Firming Cream: RM410
ELIXIR Day Care Revolution Tone-Up Pure Beige SPF50+ PA++++: RM115
ELIXIR The Serum: RM326
With more than 40 years of collagen research behind its approach, ELIXIR continues to explore how targeted skincare can address the visible signs of ageing. Whether the priority is firmer-looking facial contours or a brighter, more even complexion, this latest duo makes a case for giving your skincare routine a little more intention.
