Pierce Mattie Public Relations New York

Do you know what time it is? It’s Time Zone SPF 15 time. Ever since my diagnosis a few years ago with Basal Cell Carcinoma (BCC), the most common form of skin cancer, I have been an SPF advocate. My face cream, hair gel, hand cream, lip balm and bronzer are always loaded with UV blockers. Lauder’s new wonder creme is marketed to those of us 30-55 and promises to take ten years off our face (yes they guarantee it will happen in just four weeks.) More importantly, it has good sunscreen coverage for day to day use. Can I tell you that I am now at the bottom of my jar? Yes it’s empty and I have loved it! I hope that they continue the launch of this collection and follow it up with an SPF 30, an eye cream, hand cream and lip balm (please!)

I have to give the Estee Lauder team a ton of credit for this launch; the video’s, time clock, the claims and the marketing are simply brilliant. The buzz words from this campaign: replenish, rebuild and sustain are also blatant--but unique. It’s the first skin care launch to communicate dialogue with “sustain” as a call to action with enzyme technology. The synergy of their other two key technologies with rice extract to target fatigued skin and hyaluronic acid to help with rebuilding the skin are also a great benchmark for the brand. I enjoyed how consumer friendly the website is giving consumers access to video, images and the ability to read the data.

As for using Time Zone, my suggestion is to place a quarter size on your forehead, both cheeks, chin and neck – then blend up and outward using effleurage movements. I then reduce the sheen witt a more matte look using Colorescience’s All Even Pressed Minerals. I then reapply mid-day after my workout at the gym. It's worth a try if you are looking for something new, not heavy or overly perfumed.