With the launch of Gravityl, Givaudan Active Beauty aims to fight the effects of gravity on ageing skin. A 100% natural ingredient crafted by marine biotechnology from a red macro alga, this new active ingredient offers a powerful lifting benefit against visible signs of ageing by reducing skin sagging on face contour and double-chin volume.
Loss of firmness and elasticity
“With the skin ageing process, loss of firmness and elasticity is inevitable,” says Givaudan. When the skin gets older, gravity plays its role and significantly contributes to many signs of ageing, especially on the lower part of the face.
According to consumer insights study conducted by Givaudan on 4,100 consumers in 10 countries, 54%  of female and male consumers globally develop sagging skin, double chin or loss of face contour. Most of them also consider their jawline structure important but have never had nor would have surgery to deal with it.
Red macro alga extract
To respond to this relevant cosmetic need, the Givaudan Active Beauty team looked for the best solution to relaunch the production of key structural constituents of the skin, while fighting against the effects of gravity.
“Thanks to an exclusive multistep and eco-friendly process, we have crafted an enriched extract of Gigartina stellate , able to relaunch key processes linked to the extracellular matrix and elastic fibre protection, and reorganising fibres in the dermis. Its specific mode of action and spectacular performance make Gravityl the ideal ally to fight against visible signs of ageing, skin sagging and double-chin, bringing back suppleness to the face, with a demonstrated 30-year rejuvenation of the skin’s biomechanical properties,” says Mathias Fleury, Head of Category Actives for Givaudan Active Beauty.
Two clinical tests versus placebo, on a total of 84 female volunteers from 35 to 75 years old, established that Gravityl is able to relaunch the production of collagen fibres in mature skin and to increase collagen content by 3.4 times  while improving firmness and elasticity by up to 7 times  versus placebo.
This new active ingredient also offers a significant lifting effect as it drastically reduces double-chin volume in just one month (by more than 27 mm3), visibly reshaping and reinforcing the structure of facial skin.
4-in-1 firming cream
In order to illustrate the efficacy of Gravityl in a face care, Givaudan has formulated a 4-in-1 firming cream that was named S3D Jawline Reshape.
The effect of Gravityl is strengthened by two additional cosmetic ingredients known for their well-ageing efficacy, Agefinity and Acerola LG to boost skin elasticity, regenerate cells, reorganise collagen and provide antioxidant benefits.
Gravityl and S3D Jawline Reshape were introduced at the PCHI trade show in Guangzhou, China, from 15-17 February 2023.