Willing to try just about any beauty product that promises to restore their youthful appearance, women of all ages, races, and professions poured into The Shops at Columbus Circle in New York City on March 31, 2010 to get their hands on a new anti-aging skincare regimen.
Aveeno Ageless Vitality Elasticity Recharging System is a three-part skincare treatment that targets the loss of firmness, sagging skin, fine lines and wrinkles, by reviving elastin with a biomineral concentrate -- formulated from blackberry leaf extract and dill -- to create a more awakened look.
Many of the consumers at the Aveeno event were loyal followers of the brand and testified to the effectiveness of its cleansers, scrubs, and moisturizers.
And with shopping bags, children and husbands in tow, they walked away with a Rejuvenating Day Moisturizer with SPF 30, Revitalizing Eye Cream, and Restorative Night Cream to test against their "ageness."
Intrigued by the breakthrough technology behind this product, StyleList caught up with Dr. Leslie Baumann, the director of the Baumann Cosmetic and Research Institute in Miami Beach, to get the scoop on how this system works.
StyleList: Aveeno Ageless Vitality Elasticity Recharging System is marketed to target "elastin" instead of collagen. Why? Should women be more concerned with elastin?
Dr. Baumann: Women should be concerned with both elastin and collagen when fighting signs of aging. The system actually upregulates the production of both important components. However, several things like retinol and Vitamin C can upregulate elastin as this product does. When skin cells are stimulated, they make intact collagen. It comes out of the cell in a triple helix structure ready to go.
SL: Many maturing women complain of sagginess and crow's feet? How will this product work to address this?
Dr. Baumann: By increasing elastin, the skin will bounce back better and sag less. I am most excited about the eye product. In a clinical study, 100% of women showed revitalized eyes in 4 weeks with improvement in brightness, dark circles or a lifted appearance in and around the eye area.
SL: Discuss the zinc and copper peptide technology. What exactly is it? How does it work to boost "essential energy and create a more youthful, awakened look"?
Dr. Baumann: The zinc and copper pass an electron between each other and this causes a tiny 2 micro-amp current, which is the same current the cells use to talk to each other. It took years to find a compound that would do exactly what 2 micro-amps do to rev up and make collagen and elastin. Women reported [in a clinical study] immediate improvement in elasticity and four times that improvement in just one month!
SL: We've heard about the Neutrogena's Ion2 Complex skincare line. Does the Aveeno Ageless Vitality Elasticity Recharging System contain a similar formula?
Dr. Baumann: Yes, they both have the electromimetic therapy which is a breakthrough. Only the Aveeno Ageless Elasticity Recharging System contain the Blackberry Leaf Extract and Dill, which is crucial for the elastin to be assembled.
Aveeno Ageless Vitality Elasticity Recharging System ($39.99) is available at drugstores nationwide.
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