According to a representative of Astalift, a member of Fujifilm Japan, for many mature women, healthy skin not only contributes to a fresh appearance but also serves as a foundation for confidence and positive energy. Instead of seeking immediate changes, they prioritize sustainable solutions with deep-acting benefits, including: maintaining moisture, strengthening the protective barrier, and supporting the skin's effective natural functions.

Based on this need, the brand identifies a meticulous skincare regimen as the way skin is nurtured from the very beginning. Specifically, only when the skin is optimally prepared can supplementary nutrients unleash their full value. From there, the brand introduces the "step 0" concept – the first step to awaken the skin's potential and create a foundation for the entire subsequent skincare routine to achieve optimal effectiveness.

A representative for the cosmetic brand likens "step 0" to a "subtle trailblazer" after cleansing, one that doesn't disrupt the existing skincare routine but instead helps restore moisture and strengthen the skin's protective barrier. "Similar to starting an engine before a long journey or using the right water temperature to awaken the flavor of precious tea leaves, the difference isn't in adding more, but in starting correctly," the representative stated.

Astalift Jelly Aquarysta jelly serum is positioned as "step 0", to be used immediately after cleansing, before subsequent steps. Photo: Astalift

The "step 0" philosophy is embodied in the Astalift Jelly Aquarysta serum, which recently launched in Vietnam. The product features a distinctive jelly texture and the power of the Nano Astaxanthin and Nano Ceramide duo. Nano Astaxanthin is an antioxidant that enhances a natural orange-red hue. Nano Ceramide strengthens the skin's protective barrier, helping the skin retain water and maintain moisture throughout the day, even in dry environments or with prolonged air conditioning exposure.

"When you truly nurture yourself from 'step 0', time not only preserves inherent beauty but also contributes to building depth, confidence, and a unique demeanor – factors that help women create allure," a brand representative stated about the Astalift Jelly Aquarysta serum.

The serum features attractive packaging and a smooth texture. Photo: Astalift

Astalift was founded in 2007, researched and developed by Fujifilm. Information from the manufacturer states: "Each product is a scientific legacy spanning more than 90 years from Japan's leading imaging technology group." In its pursuit of high-quality imaging, Fujifilm has achieved many breakthroughs in collagen, antioxidant mechanisms, and nanotechnology to protect material stability over time.

Building on this scientific foundation, the group expanded into skincare with a different approach: instead of focusing solely on superficial beauty, Fujifilm researches the core factors that help skin maintain a healthy state from within. "Astalift was created with the philosophy 'Beauty is a Science' – beauty is the result of science, research, and understanding the skin," a group representative added.

Hieu Chau