PERFECT HYDRATION, SIMPLE STEPS

Retaining water…pure, essential, abundant, capped in a refreshing moisturizing mist, indispensible moisturizing cream and handy lip moisturizer. Can hydration really be this simple? Yes. Revolutionary Japanese skincare brand Hada Labo, epitomizes the pure simplicity of hydration with three new essential additions to the Hada Labo Super Hyaluronic Acid (SHA) Moisturizing range.

The Hada Labo SHA range reached Malaysian shores less than a year ago with the introduction of the no. 1 face lotion in Japan, Hada Labo SHA Moisturizing Lotion. Comprising of Super Hyaluronic Acid, a key ingredient that has twice the moisture retention capacity of Hyaluronic Acid (1 gram of Hyaluronic Acid can hold up to 6 litres of water), to replenish moisture and fuel the skin with non-stop hydration, the SHA Moisturizing range received overwhelming response by Malaysian women nationwide.

The key to maintaining the suppleness, elasticity and general health of the skin of our body especially our face, is hydration. Malaysia being a tropical country, many women do not feel the necessity to pay too much to this critical step of their beauty regime. Contrary to what most people think, our skin still faces daily exposure to the harsh elements of the sun and the varying temperatures from our air-conditioned cars to the office.

"There are so many busy, working women in Malaysia who often don't have the time and opportunity to re-hydrate their skin every couple hours or so and many of us are not retaining enough water molecules to keep our skin fully hydrated," said Lim Mei Yuen, Sales and Marketing Director of Rohto-Mentholatum Malaysia. "Hence we were very pleased to see Hada Labo's SHA Moisturizing range so well received here in Malaysia. Staying true to Hada Labo's philosophy of striving for perfection through simplicity, we are happy to introduce these new essential additions to the range to further help women lock in the necessary hydration our skin needs on a daily basis."

The SHA Moisturizing range now includes:

Hada Labo SHA Moisturizing Cream

Give your skin the surge of moisture that it needs to stay soft and smooth all day with the all new Hada Labo SHA Moisturizing Cream. This new addition that comes in a light and non-greasy texture effectively infuses the skin with continuous hydration and moisture, giving it immediate relief and comfort. The specially formulated moisturizing cream which is boosted by Hyaluronic Acid and Super Hyaluronic Acid helps soften the epidermis and increases the duration of hydration by restoring the skin's natural barrier to prevent moisture loss. It also works at the deeper level of skin cells to keep fine lines and wrinkles at bay.

Hada Labo SHA Moisturizing Mist

Are you frequently exposed to the sun or do you work in an environment where the air-conditioning is on continuously? Replenish your dry and thirsty skin with Hada Labo's SHA Moisturizing Mist. It contains two excellent hydrating ingredients - Super Hyaluronic Acid plus Nano Hyaluronic Acid – (with a molecular size that is 1/20 of Hyaluronic Acid. This nano size molecule can easily penetrate deeply into the epidermis). The face mist is a rejuvenating concoction that revives tight and dry skin by penetrating the skin cells to restore critical moisture and offer an immediate rush of comfort. It allows the skin cells to maintain optimum moisture whilst preventing loss of water. The face mist suitable for all skin types and its lightweight 45ml spritz-bottle fits snugly into your handbag to be used as frequently as desired.

Hada Labo SHA Lip Moisturizer

Say goodbye to dry, chapped and cracked lips as Hada Labo proudly introduces the SHA Lip Moisturizer. You can now combat the hot and humid climate with this super moisturizing formula as it not only nourishes and replenishes moisture loss with its key ingredient Super Hyaluronic Acid, but also protects the lips from harmful environmental hazards. This twist-tube lip moisturizer guarantees ultimate softness and comfort by providing 10 hours of moisture retention to help heal broken skin and keep the lips hydrated.

All three products will available exclusively at Guardian pharmacies nationwide from July 2010 onwards.