{"id":75063,"date":"2026-10-10T08:45:00","date_gmt":"2026-10-10T06:45:00","guid":{"rendered":"https:\/\/www.beautydecoded.com\/?p=75063"},"modified":"2026-10-10T13:22:32","modified_gmt":"2026-10-10T11:22:32","slug":"avene-is-launching-an-anti-wrinkle-serum-for-58-euros-is-the-drugstore-brand-changing-its-strategy","status":"publish","type":"post","link":"https:\/\/www.beautydecoded.com\/en\/avene-lance-un-serum-anti-rides-a-58-e-la-marque-de-pharmacie-change-t-elle-de-strategie\/","title":{"rendered":"Av\u00e8ne is launching an anti-wrinkle serum for \u20ac58: Is the pharmacy brand changing its strategy?"},"content":{"rendered":"
\"\"<\/figure>\n\n\n\n

58 \u20ac for 30 ml at Sephora: the Hyaluron Activ Procedure serum is Av\u00e8ne\u2019s most expensive product. For a brand built on thermal water and sensitive skin, this sends a strong message. 0.1 % of retinol, 3.42 % of trehalose, \u00abdermo-aesthetic\u00bb marketing claims: we\u2019ve pored over the product description and the INCI list to find out if this drugstore brand is truly changing course.<\/p>\n\n\n\n

\n

\n Don't miss any skincare insights\n <\/p>\n\n

\n Click \u00abFollow\u00bb to receive my upcoming asset analyses and product reviews directly in your Google app.\n <\/p>\n\n \n Follow Beautydecoded on Google \u2192\n <\/a>\n<\/div>\n\n\n\n

\ud83d\udccc\u00a0See also:<\/strong> RoC Hydra+ Hyaluronic: I was expecting a water-based serum, not silicones<\/a><\/p>\n\n\n\n

Three Signs That Av\u00e8ne Is Targeting the High-End Market<\/h2>\n\n\n\n

Several elements of the communication point in the same direction.<\/p>\n\n\n\n

The price.<\/strong> At \u20ac58 for 30 ml\u2014or about \u20ac1.90 per milliliter\u2014this is a far cry from the usual price of drugstore products in this segment. The cost of raw materials doesn\u2019t account for this difference: the INCI list is short and consists of common ingredients. What you\u2019re paying for is the brand\u2019s positioning.<\/p>\n\n\n\n

The term \u00abdermo-aesthetics.\u00bb.<\/strong>\u00a0The fact sheet discusses an \u00abinnovation\u201d Avene<\/a> \u00bbDermo-Aesthetics,\u00ab \u00bbdeveloped with aesthetic dermatologists,\u00ab and specifies that the product can be used \u00bbas a complement to a cosmetic procedure.\" The focus is no longer just on soothing sensitive skin, but on lifting, repair, and cellular longevity. This falls within the realm of aesthetic medicine, not that of traditional pharmacy.<\/p>\n\n\n\n

<\/div>
<\/div>
<\/div><\/div><\/div>
<\/div>
<\/path><\/g><\/g><\/g><\/svg><\/div>
See this post on Instagram<\/div><\/div>
<\/div>
<\/div>
<\/div>
<\/div><\/div>
<\/div>
<\/div><\/div>
<\/div>
<\/div>
<\/div><\/div><\/div>
<\/div>
<\/div><\/div><\/a>

A publication shared by Beautydecoded (@skincaredecoded)<\/a><\/p><\/div><\/blockquote>\n