Chanel selects Sardinian olives for its anti-age serum

Cagliari - Maison Chanel has selected Sardinian olives to create its new anti-age serum, or more precisely, a youth-activating serum. The olives from Sardinian groves have a " high concentration of polyphenols and essential fatty acids which protect the skin," said Sardinia's regional councillor for Tourism, Handicrafts and Trade, Francesco Morandi. Three basic natural ingredients - Green coffee from Costa Rica, lentisk from Greece, and Sardinian olives, are brought together for the first time in the French Maison's new youth-activating serum.

Morandi underlined that "this is a major acknowledgement of the unique and extraordinary features of our environment and products. It further confirms the soundness of the strategy, dubbed 'Sardegna isola della qualita della vita' ('Sardinia, an island with a quality of life), which guides the actions undertaken by the regional Tourism, Handicrafts and Trade Office." Morandi also spoke highly of Chanel's promotional campaign that "pays homage to the most precious essence of our land, through its people and its local products, conveying an unforgettable emotion of an endless life experience."

Sardinia is one of the four regions in the world where "people live better and longer, accounting for an extraordinary number of centenarians". The island has been chosen for the launching campaign of Chanel's new serum.

The Maison's international website presents the campaign promo video which features the scenic nature, landscapes, seaside and mountains of the island, portraying Sardinia as 'the custodian' of the secret of life. The councillor highlighted that "there is an increasing number of international brands which are interested in Sardinia. The French Maison's initiative follows the one launched by Brunello Cucinelli whose Spring/Summer 2013 catalogue was totally set on the island."