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Jeans Enter the Beauty Domain
AFTER WASHES, SUSTAINABLES AND ORGANICS, COSMETICS COULD BE DENIM'S NEW FRONTIER.
BERLIN
-- Jeans have long been the popular way to help women look cool, fit and sexy with styles, silhouettes and construction details that lift, push up and shape the wearer. Now in their latest episode of reinvention, denim brands are taking on cosmetic qualities designed to add skin care and combat wrinkling, sagging and even weight gain.
Chilean brand Mohicano Jeans launched a jeans cosmetics concept with aloe vera, while its new Denim Therapy collection features jeans with anticellulite properties. As brand manager Ricardo Cuevas explained, "The Denim Therapy collection was created with the latest technology, incorporating nanoparticles of aloe vera in the cotton fibers. When these particles come in contact with the skin, they provide several vitamins, such as vitamin E, amino acids, enzymes and antioxidants, reducing the appearance of cellulite and stretch marks. These stimulate cell growth, collagen and elastin."
The latter, as the name suggests, helps cells that have been stretched to snap back to their original shape, not unlike the way stretch fibers have been enhanced to improve their recovery.
Cuevas claimed that after "wearing the jeans for at least six hours per day for 15 days, this special denim will have increased the skin's hydration by about 11.5 percent. It's a hypoallergenic fabric -- ideal for sensitive skin -- and prevents odors and the formation of mites." Results were verified by a study conducted by Brazilian firm Kosmoscience that tested the jeans on women with dry skin. Kosmoscience is the same firm that certifies the skin-care claims for...