Is a scientist's face proof that a £20 skin cream really gets rid of wrinkles?
It doesn't cost £400 a jar and arrive in a gold-embossed box decorated with pseudo-scientific jargon.
Instead, the £19.75 No7 Protect & Perfect Intense Beauty Serum can be found on the shelves of Boots – and as of today it becomes the first anti-ageing cream scientifically proven to eliminate wrinkles.
The scientist who invented the revolutionary skin cream spoke yesterday of the secret, military-style operation which he hopes will up-end the multi-billion-pound global cosmetics industry.
Stewart Long, chief scientific adviser to Boots, said the 160-year-old Nottingham company had stockpiled "warehouses full" of the cream ahead of today's publication of an independent scientific evaluation of the product.
At £19.75 for 30ml, the cream is a fraction of the price of other beauty serums which have impressive lists of ingredients but less effect. It was tested by 60 volunteers with typical signs of sun-damaged skin and the results of the randomised double blind controlled trial, the first of a skin care product, showed 70 per cent had significantly fewer wrinkles after 12 months of daily use compared to those using a placebo.
The study has been published in the British Journal of Dermatology, and Boots is braced for an onslaught by women demanding the new elixir.
Mr Long, 42, said: "We have been producing the product for months, wrapping it in black plastic packaging and storing it in our high-security warehouses to make sure none gets out or on to eBay."
The cream, which comes in two versions, standard and "intense", triggered near-riots among shoppers when, in March 2007, a BBC Horizon documentary revealed initial laboratory tests showed it worked better then more expensive creams. Boots sold almost 6m tubes in the nine months following the programme, proving the marketing power of hard science. But critics said the laboratory tests did not prove it would reduce wrinkles in humans. That led to the new trial, paid for by Boots and carried out at the University of Manchester.
The patent on Protect and Perfect, launched in 2003, is ascribed to Mr Long, but as a Boots' employee he does not benefit directly. "I don't get a royalty on it – I wish I did. But the better the company does the better I do in terms of a bonus," he explained.
Chris Griffiths, professor of dermatology at Manchester University, who performed the original tests in 2007 as well as the new trial, said yesterday: "Very few over-the-counter cosmetic 'anti-ageing' products have been subjected to a rigorous, scientific trial to prove their effectiveness. Our findings demonstrate that a commercially-available cosmetic can produce significant improvement in the appearance of facial wrinkles following long-term use."
The cream, which contains white lupin, retinyl parmitate, a derivative of retinol (Vitamin A), and peptides and anti-oxidants, is thought to work by stimulating production of fibrillin – essential to the structure of the skin in the same way tent pegs hold a groundsheet smooth. Fibrillin is destroyed by the effects of the sun and ageing.
However, the British Association of Dermatologists said the size of the benefit had been exaggerated. "Approximately one in five people using the cream will get something extra for their money over plain moisturisers," a spokesperson said. "It is an interesting step forward in research although the long-term benefits are unknown."
The UK's £673m skin care market is dominated by Boots, Procter & Gamble and L'Oreal, according to analysts Mintel, and anti-ageing products are the fastest-growing area. After yesterday's results for the Boots product, dermatologists predicted a flood of similar trials as companies compete for domination of the market.
Dr Richard Weller, senior lecturer in dermatology at the University of Edinburgh, said: "This will raise the bar for what we should expect from the cosmetic companies in showing that their products work."
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Comments
What is rarely said is that healthy diet, exercise, controlled exposure to sun, ideally with a reasonable sun blocking factor cream on, then that is the way to a good long lasting complexion. Just there's not a lot of profit in it.
As, I think Revlon once said, they "sell hope" ....not results.
I dont buy anti-aging products because of the high prices. When I do feel like treating myself I get overwhelmed by too many choices, all making promises!
This product I will definately try :D Looking after ones-self is part of a healthy life-style for body and mind.
And with the credit crunch its so nice to know you're getting results and value for money!
Thankyou :D
I thank you
Firozali A. Mulla
I just like my women smart and womanly and if one looks like the back of a bus, no amount of cosmetics are going to change that
if women are fool enough to believe patently idiotic claims - more fool them
There was a testing done that tested a number of anti-aging facial creams recently and it was found that they indeed did contain trace amounts of some sort of hormone or steroid. Sorry don't remember which. However, the companies are apparently not required to list it or disclose this info. Those who did the research were also not allowed to list the mfr's. or products.
Fretting about ageing will not bring inner peace and security - Only self acceptance will do that!
Is this really just a marketing tool or is there something unique about this one product?
RT
www.anonymity.ru.tc
Scientist can make a mistake. They have knowledge as little as the machines they create. ?
I thank you
Firozali A. Mulla
Thank you for sharing this information!
Jesmina B
Vancouver
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I thank you
Firozali A. Mulla
THERE IS NOTHING THAT CAN STOP THE SKIN AGEING, ALL YOU CAN DO IS MAKE THE SKIN FEEL LESS DRY, I MAKE MY OWN NATURAL CREAMS, THAT WAY I KNOW THAT THERE AREN'T ANY NASTY DAMAGING CHEMICALS IN. THINGS FROM MY LARDER MAKE BEAUTIFUL SMOOTHING AND GENTLE CREAMS AND LOTIONS WITH ORGANIC AND NATURAL INGREDIENTS AND THEY COST VERY LITTLE BECAUSE ONCE YOU HAVE BOUGHT THEM YOU CAN MAKE LOTS AND LOTS OF DIFFERENT SKIN PRODUCTS.
DRINKING LOTS AND LOTS OF WATER ALSO HELPS HYDRATE THE SKIN FROM THE INSIDE, YOU DON'T NEED ARTIFICIAL HELP, JUST MAKE SURE THAT YOU DRINK ENOUGH IT REALLY DOES HELP.
PLEASE PEOPLE SHOW SOME COMMON SENSE, AND DON'T LISTEN TO THIS LOAD OF OLD COBBLERS.
Great expectations and I've changed my sir name in anticipation!
Deirdre De Milo.
Deirdre De Milo.
I thank you. The Holy Books do mention that when we die and if, I said if, we go to heaven, the maids that serve us will be virgins and their throats will be so transparent that you will be able to see the water going down the neck and all of them will be young virgins, none old. Why not go there. It is better then the BOOTS, a guarantee. Perhaps the scientist has the tickets or BOOTS has this. . Incidentally, when I type maid(try this) the Grammar corrector tells me it is house cleaner. Is the sane? Like the article the PC behaves insane.
I thank you
Firozali A. Mulla
I'm seeing my doctor tomorrow morning. Boots need to put a warning on this cream, I was sucked in by the Hyper-allergenic words. Now I'll need some medical treatment to get rid of the rash!
Does anyone know how long the sking reaction will last? I have been prescribed anit-histamines and have to have a patch test done!
I believe they also serve black coffee with dates. The coffee is for the sleepy eyes. They wan to be seen and admired, or you may try coffee here to have the full fun later. May Allah HELP YOU Amen
I will give it a reasonable period to work or not, I don't condemn it out-of-hand unless I do so.
For normal skin treatment, sort of dusty etc. try an ointment available easily and not expensively from an agricultural wholesaler. You have to buy about 500ml pot!
UDDER CREAM.
I really mean it!
Good but not for sun damage.
Manxix
I really mean it!
Good but not for sun damage.
Manxix
Did you reda who has manfactured this Dr Firozali A. Mulla
It is Baldder cream the printers got this wrong as i paid too much for the Sun Tan and Moonlite I thank you for buying this and advertise this on the behalf of My Company Mulla Dedaaar Creamery And Ice Cones
There was a testing done that tested a number of anti-aging facial creams recently and it was found that they indeed did contain trace amounts of some sort of hormone or steroid. Sorry don't remember which. However, the companies are apparently not required to list it or disclose this info. Those who did the research were also not allowed to list the mfr's. or products.
skin bright