We know what you’re thinking: another anti-aging cream? In a market already saturated with youth potions and miracle treatments, is there space for another skin-revitalizing unguent?
Well, yes. Because this one promises to be different. Wait, we take that back. It does not promise anything. Elizabeth Arden’s new anti-aging skincare treatment Prevage doesn’t promise that you will have softer, line-free, younger-looking skin after weeks of use; it proves it. In the Philippines, Prevage is now available at Rustan’s.
Prevage is Elizabeth Arden’s highly touted anti-aging treatment, launched in late 2005 with amazing reception, precisely because it stands by its dictum, “Proof… not promises.” Its dermatology-inspired formula, the result of collaboration between Elizabeth Arden and a leading dermatological research company, is heavily backed up by clinical tests and scientific testimonials.
In a 12-week clinical study conducted on 26 women and men aged 25 to 65 with moderate to severe photo or sun damage, Prevage achieved the following results:
• 73 percent improvement in the appearance of fine lines and wrinkles.
• 46 percent reduction in the appearance of age spots and discolorations.
• 69 percent improvement in the look of skin’s firmness and elasticity.
• 63 percent improvement in skin tone.
• 25 percent reduction in the look of freckles.
At the recent press launch for Prevage, Ranjan Neikhrey, Elizabeth Arden business development director for the Asia Pacific showed before and after slides of women who had used Prevage, and you can really see vast improvement — as if someone took an eraser and rubbed out each user’s crow’s feet, laugh lines and wrinkles.
With data this impressive, who needs those quick-fix clinic injections?
Prevage’s secret weapon and key ingredient is a fine orange powder called idebenone (pronounced “e-de-bi-known”), one of the most potent and effective antioxidants on the market today. Originally used in the medical field (doctors in the ‘90s researched the powder’s ability to protect organs from the oxidation process prior to transplant surgeries), idebenone is a bioengineered version of coenzyme Q10, the body’s own free radical quencher and a popular ingredient in some anti-aging creams in the market today. Compared to coenzyme Q10, idebenone is approximately 60 percent smaller and, thus, is more easily absorbed into the skin, resulting in a more potent and revitalizing effect. Says David H. McDaniel, M.D., and director of Institute of Anti-Aging Research at Virginia Beach, Virginia, “Idebenone is currently the most effective ingredient for use in preventing and addressing the impact of oxidative stress on the skin. Idebenone retards the signs of aging and restores skin cell vitality.”
This miniscule molecule has made Prevage into what dermatologists and researchers hail as “the next big thing” in anti-aging. Even the public and beauty critics agree. Prevage is Elizabeth Arden’s best-selling skincare product product — and the most awarded. In 2006, Prevage won Allure magazine’s “Editors’ Choice Best of Beauty” award for Best Anti-aging Treatment. The luxurious cream has also been lauded by In Style in 2007 and 2006, Harper’s Bazaar Singapore in 2007, Marie Claire Australia in 2007 and, recently, Elle Canada.
The power of idebenone is also synthesized in Prevage’s new Eye Anti-aging Moisturizing Treatment. Combined with I-Seryl complex, a multi-dimensional blend of advanced ingredients that address the special needs of the eye area, the magical orange powder combats every eye-care issue, from fine lines and wrinkles, to dark circles and under-eye puffiness. In addition to I-Seryl complex, green tea extract helps to neutralize free radicals that can cause premature aging of the skin.
As with the face treatment, Prevage also provides proof for their claims. A US consumer test involving 75 women aged 25 to 65, showed that almost 90 percent saw a reduction in the appearance of fine lines, crow’s feet, under-eye puffiness and dark circles after only six weeks of daily use.
Skincare brands find it so easy to claim that they are “as good as their word” or that you should “take their word for it.” Elizabeth Arden’s Prevage is not as good as its word; it is better. And they can prove it.
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Prevage Anti-aging Treatment is available at Rustan’s Makati, Shangri-La, and Alabang. To find out more about Prevage products, visit their website at prevageskin.com.
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E-mail comments to ana_kalaw@pldtdsl.net.