If you’re a regular reader of BBB then you’ll know that I work with the B. range at Superdrug. I’m very proud of how far B. has come from its beginning two years ago – own brand beauty often doesn’t get a look-in when put side by side with established brands. What consumers don’t ever get to see – and I wish they could – is the passion of the team behind the brand and the sheer determination to make B. a known brand in its own right, not just an extension of Superdrug.
So, I’m prouder still of the introduction from B. of B. Nourished Advanced Active Regime – Phase 4 in the skin care arm. It’s aimed at women in their late 50’s onwards – you won’t find any ‘shame’ labelling on this – such as “Youth Capture”, “Turn Back The Clock” or “Ten Years Younger” as though all any woman should do is deny their age. Yes, it’s anti-ageing although I don’t like that term (I’m really in no position to be anti age!) but B. has really understood the message that beauty has many phases – being older is just one of them. Throughout your entire life, you’ll go through many beauty phases. The packaging is pretty clear in what it addresses with no drama and no scare tactics. This is actually a risk for an anti-ageing product because it has to snuggle next to products on the shelf that promise the world, but choosing dignified messaging over shaming messaging is a wonderful thing to see.
So, to the formula. What haven’t they thrown at this one? The latest version of Matrixyl (peptide), a non-irritating Vitamin A, Hyaluronic acid and Niacinamide within three products – a Day Cream, a Night Cream and a Serum. Price wise, B. Nourished is very good, starting at £14.99 for the Day Cream (although look out for offers).
I’m not the age bracket for these products, so I haven’t put them to the test, but what I can tell you is that the formulas are beautifully light and lovely to use.
Who’d have thought that little B. would be the front-runner in the beauty phase messaging? I can’t help it – I’m all kinds of thrilled with them for this.
Actually, speaking of offers, I just went to add a link in and saw that it’s all half price as an introductory offer. They’re sold out (or haven’t restocked yet) on-line so keep your eyes peeled in store.
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