L’Oréal-owned Kiehl’s has announced the next generation of its popular vitamin C-based Powerful-Strength Line-Reducing Concentrate. The new formula took 89 trials to perfect and is the company’s largest formula renovation in 166 years.

The new product contains a greater concentration of vitamin C, at 12.5 percent versus 10.5 percent, and the addition of hyaluronic acid. Essential oils lend a citrus scent to the product.

With one bottle of the original Powerful-Strength Line-Reducing Concentrate selling every minute, and five million sold worldwide to date, Kiehl’s has every expectation that this new, improved version will be a hit with consumers.

“Our renovated formula, now with Hyaluronic Acid and a greater amount of Vitamin C, provides faster, better results,” said Geoff Genesky, Scientific Director at Kiehl’s. “While Vitamin C is difficult to stabilize within a formula, the team worked meticulously to stabilize even more Vitamin C and deliver our most efficacious Powerful-Strength Line-Reducing Concentrate formula to date.”