L'Oreal release first anti-ageing cream to be backed up by scientific evidence
An anti-ageing cream using an ingredient from a tropical plant is the first to be supported by scientists, claim the makers.
The product, L'Oreal's Lift-Activ, will be launched in April and heralds a new generation of Cosmeceuticals - cosmetics created from research in the pharmaceutical industry.
Computer software has identified a naturally-occurring chemical called rhamnose.
L'Oreal say the chemical, rubbed into the skin once a day for eight weeks, fools ageing skin cells into pumping out levels of collagen normally seen in younger people - plumping up the skin.
Rhamnose is a sugar that is found in a flowering plant called uncaria or cat's claw, which mostly grows in Asia.
The resulting product has been proved in lab tests and human trials to combat wrinkles.
L'Oreal are leading the way, but are being followed by Proctor & Gamble, who will put out their own scientifically-backed wrinkle cream under the Olay Professional brand later this year.
Until now, the cosmetics industry has promoted creams which sit on the surface of the skin, reducing moisture loss by creating a waterproof barrier.
Veronique Bataille, senior clinical research fellow in dermatology at King's College London, said: "No one had ever heard of rhamnose.
It is a breakthrough' It was selected by screening thousands of compounds which could have an effect on fibroblasts (skin cells)."
Lift-Activ will cost £28 for 50ml. It was trialled by 400 women, aged 50-70, from all ethnic backgrounds. Once patents are granted, L'Oreal will publish the full results.
The firm's head of scientific affairs Julie McManus said: "'We've shown that we're having an effect exactly where we want it.
"For us this is a breakthrough because we have found a compound which can produce an effect on this very important group of cells."
Questions and Answers
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