Turning 30 can be scary. A decade ago, you could party the night away and still look fresh the next morning; now, you're contending with fine lines and uneven skin tone -- even after eight hours of shut-eye. Faced with these unwelcome developments, many thirtysomething women start using anti-aging products in order to slow down the effects of time. But now, with the launch of Re-Nutriv Ultimate Youth Creme, Estée Lauder is aiming to stop time altogether. "With our products, we always used to talk about preventing premature aging with sun protection and antioxidants," says Dr. Daniel H. Maes, senior vice-president of research and development for Estée Lauder worldwide. "Now, we are looking into longevity genes. Rather than addressing premature skin aging through protection, we are targeting the genes that contribute to it [in the first place]."
The future in skin care is all about science
Sound radical? Consider the science. Targeted at women in their 30s, Re-Nutriv Ultimate Youth Creme is the result of research involving a molecule called resveratrol (found in red grapes, certain plants and even peanuts). When ingested, the molecule activates a "longevity gene" that not only powers the body's natural defences and repair functions but can also extend an organism's life. Estée Lauder scientists created their own version (called Resveratrate) -- a more stable, potent form of the molecule that penetrates the skin more easily. "Our molecule triggers the skin's natural protective mechanism," says Maes. "In a way, it slows down time for the cells so that they have a longer period in which to repair damage caused by environmental factors and sun exposure." The result? Skin cells with double their survival rate and six times more protection. "I was cautious about this science at first," says Maes. "But this is a very important moment for the cosmetics industry. This is the future of skin care."
Estée Lauder's product fix
If used twice a day, not only can Re-Nutriv Ultimate Youth Creme prolong the time it takes for wrinkles to develop but it can also restore hydration, smoothness and radiance in as little as two months, says Maes. And it targets age spots and loss of firmness, thanks to ingredients like gold, algae and South Sea pearls. The cream joins other high-tech products in the company's Re-Nutriv range, which was first introduced in 1958. (The original Re-Nutriv ingredients were considered so precious that they were created in separate labs and often personally blended by Estée Lauder's husband, Joseph.) But while the rest of the line focuses on more mature skin types, Re-Nutriv Ultimate Youth Creme is the first anti-aging product geared toward women with the earliest signs of aging. "If the skin is not damaged to an extreme, the effects of the cream will be far more noticeable," explains Maes. "It is meant especially for those who have the possibility of preserving their cellular potential." So if your 29th birthday is coming up (again!), don't worry: with a little help, you'll be able to fudge your age for years to come.