Thirteen years after its launch, Priori Skincare has been rebranded with “new products, packaging and positioning” that promise to deliver adaptive skincare products that meet every skin’s individual needs.

Launching the Priori Skin Decoded range to media in Sydney, Priori Skincare president Regis Haberkorn said the brand is different to other “one size fits all” skincare brands.

“Priori is personalised skincare − individualised and in real-time,” he said.

“Priori recognises that an individual’s skin is an intricate communication system. With that in mind, all Priori products are formulated to read an individual’s skin, decoding its need for replenishment, hydration, protection and recovery. It then responds by prioritising actives and delivery systems to meet the current needs.”

He said all Priori products are made with multi-layered ingredient technology that provides “the perfect balance between essential skin nutrients and advanced actives”.

The brand’s ‘super-hero’ skin ingredients are its proprietary complexes:

LCA Complex – Lactic Acid plus vitamins A, C, E and Pro Vit A.
Q+SOD Complex – Highly concentrated Super Oxide Dismutase plus CoQ10
Triple Turmeric Complex – A compound of three turmeric actives (green tea, grapeseed and licorice)
DNA Enzyme Complex – Natural DNA repair enzymes from blue/green algae, microbe and mustard seed extract
Botanical Complex – Six raw ingredients that provide more than 30 antioxidants
Advanced Moisture Complex – Glycerin, Sodium PCA, Trehalose & Sodium Hyaluronate
Anti-Irritant Complex – Allantoin Glycyrrhetinic Acid, Bisabolol and Sucrose Cocoate
IR Complex – Naturally occurring Carnosine, Soliberine and Sepia Melanin

Celebrity facialist Tracy May-Harriott

True Solutions International, the local distributor of Priori, will officially launch Priori Skin Decoded to salon owners, managers and staff at five events around Australia this month.

Hosted by celebrity facialist Tracy May-Harriott, the educational launches will be held in Perth on July 23, Adelaide on July 24, Melbourne on July 25, Sydney on July 30 and the Gold Coast on July 31.

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