Italian skincare brand Comfort Zone is launching a new line designed to meet the needs of modern multitaskers – in particular, millennials – who live in today’s fast-paced world. With 54 per cent of the world’s population living in urban settings – and that number projected to grow to 66 per cent by 2050 – Skin Regimen is designed for those urban dwellers who need to cope with the daily effects of stress and pollution.

Launching globally in February 2018, Skin Regimen is designed to address the most common stress-related signs, such as dehydration, dullness, imperfections, fine lines and wrinkles.

“We’re keeping some of Comfort Zone’s DNA, but Skin Regimen is its own brand,” says Brian Brazeau, general manager of Comfort Zone. “It will really look at pollution and how it affects the skin. We want people to be empowered to handle the stress of modern living.”

The line includes ten products, and uses the company’s trademarked Modern Plant Chemistry, which includes highly concentrated botanicals and high-tech molecules. All products are also enriched with Longevity Complex, made of organic superfood extracts and carnosine.

Designed to be unisex, Skin Regimen features a natural, rebalancing, reinvigorating aroma and dramatic black-and-white photography on its packaging and POS materials. A Skin Regimen Urban Longevity Facial will include massage techniques inspired by Qigong and modern physiotherapy, and the company has also devised its own Macro Waves Sound – music to go along with the treatments, which incorporates natural and synthetic sounds and is inspired by Mind Sound Resonance Technique, a yoga-based mindful relaxation technique.