The Ordinary has opened a PDRN-focused pop-up in London, UK, for the launch of its first-ever eye cream.

The Estée Lauder Companies-owned skin care brand’s ‘PDRN: Off The Hook!’ immersive experience aims to educate visitors on the viral ingredient, which features in its new Lacto-PDRN 4% + B9 Eye Cream.

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Typically derived from salmon, the PDRN used in The Ordinary’s eye cream is vegan and created with a biotechnology approach – “no salmon required”.

Short for Polydeoxyribonucleotide, PDRN is a DNA extract sourced from salmon sperm cells, becoming popular in K-beauty for its hydrating and anti-ageing benefits, initially in professional treatments, but now in topical applications.

The Ordinary’s new eye cream uses Lacto-PDRN, created through the controlled fermentation of Lactobacillus rhamnosus, a probiotic bacterium.

Designed to address key signs of ageing around the eyes, Lacto-PDRN 4% + B9 Eye Cream claims to deliver visible firming and smoothing, both instantly and over time.

Taking place at The Stables Unit X in London shopping destination Covent Garden, the three-day event brings “a playful spin to one of skin care’s most talked-about ingredients”, the brand said in a statement.

Visitors will be able to discover the science behind the product, as well as take part in interactive games and installations.

One-to-one skin care consultations, prizes and photo opportunities are also on offer at the free pop-up, which runs 11 to 13 September, from 10am to 7pm each day.

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Source: Cosmetics Business (https://www.cosmeticsbusiness.com/)

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