Luxury cosmetics companies have been cashing in on our desire to beat Mother Nature and stop the hands of time, but Dior just upped the anti with its $1,550 anti-aging serum. Dubbed Prestige La Cure (which translates simply to “Prestige Cure.” Note the use of the word “cure,” like our hideous wrinkled faces are things that need to be fixed, like an illness), the three-step “system” (lol) hits shelves in September and promises to yield “incredible” results in only three weeks. According to the press release, “Week one resets the complexion, week two renews and week three perfects.”
So what makes this serum cost a month’s rent? Something about flower molecules, extracted from flowers at their prime. Flower molecules. Now I’m no dermatologist, but my father totally is. When asked for comment via text he said he hadn’t heard of it but it “sounds like nonsense.”
And it probably is. As of yet, there is no science to back up any of this, so in the meantime you’re better off investing in Botox (significantly cheaper, btw, it would cost you about $27,000 to use this crap for a year and only about $3,000 for a year’s worth of Botox injections from a dermatologist in New York) if you’re really that keen on cheating biology. But who needs science, really, when you’ve got this awesome clip of the product floating through space set to super dramatic music.
Thanks a lot, traditional gender roles, mainstream media, and, of course, Dior for yielding such a ridiculous product.