Beauty+: Superdrug Optimum Phytodeluxe

To say I’m pleased with Superdrug Optimum Phytodeluxe is an understatement. It’s actually much simpler than other brands imagine to product a skin nourishing cream for women aged 40+ without the age-shaming, because that’s what Superdrug has done right here. There is no reference at all on the outer packaging to ‘anti’ anything, no implication that it’s your duty as a woman to look years younger than your age, and joy of joys, the accompanying pictures for the brochure show a 40+ woman looking completely glorious just as she is.

So, what is Phytodeluxe? It’s Superdrug’s version of a luxury cream (the recipe is based on another brand’s highly expensive face product; they’re not making any bones about that). The ingredient you are most likely to see talked about is Diamond Black Truffle (you can delete the ‘diamond’ in reality – it’s just a name) which is said to help tone the skin and improve moisture balance. But, although it doesn’t sound nearly as glamourous and enticing, the bulk of the work is done by Platinum Matrix-EM. Obviously, the big question is how can you get something that is metal to do anything for the skin, and it transpires that the answer is nano it!

Superdrug Optimum PhytoDeluxe

I had a long chat with the formulator, Dr Fred Zulli, and he explained that at manufacturer level, platinum is dissolved to nano particles and bonded with concentrated tetrapeptides which can then penetrate the complexion. I also asked why, if it’s that good, there isn’t more of it (and Black Truffle) in the mix? It turns out that even if you doubled the quantity, you’d only get an extra 10% efficiency.

I LOVE that on the packaging, it simply says 40+. That’s all any beauty cream ever needs to say really, just to point everyone in the right direction. You don’t need to stick rigidly to that age category, but it’s a suggestion. In fact, Dr Fred Zulli positively encourages mixing and matching your skin care – there is no need to stick solely to one brand for absolutely everything. You should feel entitled to be fickle with your skin choices!

Back to Superdrug Optimum Phytodeluxe – there are two versions, one for day, Superdrug Optimum Phytodeluxe SPF15 Day Cream HERE, and Superdrug Optimum Phytodeluxe Comforting Night Cream HERE. They’re both £14.99. You have to remember that you aren’t paying for a counter, for consultants, for advertising in any great quantity or a huge marketing campaign on Superdrug Optimum Phytodeluxe which is why it doesn’t need a weighty price tag. There’s no way in the world that older women should have to pay more for skin care simply because they’re of Beauty+ age, and yet, many brands hike up prices on that basis alone. Phytodeluxe has everything that older skin needs and a bit more besides.

Optimum Phytodeluxe will, over time, make inroads into fine lines, it will hydrate your skin, it will provide anti-oxidant benefits and it will boost collagen synthesis (we can’t even pretend that collagen stays the same – it goes into a deep decline after 40). All of those things will give your skin the boost it needs to keep it looking healthy and glowing. And you have change from £20. I think you’ll be surprised at the texture – it feels beautifully light and instantly silky on the skin.

Best of all though, it’s speaking so respectfully to women aged 40+ who just don’t need to hear that younger is more beautiful. It isn’t, there is no specific age to beauty, and I feel strongly that Superdrug have grasped that one.

*Sp0ns0red