A Gentler Retinol from Amway

Amway's Artistry brand has licensed a leading anti-aging technology for its anti-wrinkle firming serum, the newest addition to the Artistry intensive skin care line. This serum will be the first and only anti-aging product to utilize a breakthrough patented Targeting Complex technology that reduces the common side effects found in retinol treatments.

"We saw that retinol, while efficacious in rebuilding the skin's collagen matrix, also caused discomfort that was preventing many women from gaining its benefits," said Gary Fisher, Ph.D., Harry Helfman Professor of Molecular Dermatology, University of Michigan. "After years of investigating retinol's mechanism of action, we discovered a completely innovative way to direct the skin's responses to retinol, so it can be more effective in improving the appearance of wrinkles while minimizing side effects."

Using exclusive patented technology from the University of Michigan, Artistry intensive skin care anti-wrinkle firming serum combats the visible effects of aging by boosting collagen while minimizing the level of sensitivity associated with retinol use. Recent research reveals that this retinol-based sensitivity results from the activation of a protein called epidermal growth factor receptor (EGFR). Taking cues from studies of certain cancers—where EGFR also is activated—the University of Michigan researchers identified natural products, including soy compounds that curtail this activation, thereby specifically targeting retinol action to its beneficial anti-aging effects.

"Retinol is one of the most effective ingredients recommended by skincare professionals to treat signs of aging, because it truly works to rebuild skin's elasticity and firmness while reducing visible wrinkles," said Catherine Ehrenberger, Amway Vice President, R&D and Quality Assurance. "Targeted retinol, vitamin C and peptides were added to our multi-functional formula to help restore and renew skin's resilience."

In laboratory tests, Artistry intensive skin care anti-wrinkle firming serum is proven to increase collagen activity by 300% overnight.

Key benefits include:

? Increase collagen production, which adds firmness to skin;
? Soften visible lines and reduce the appearance of wrinkles;
? Keep skin looking healthy;
? Compatibility with all skin types; and
? How new technology improves upon first-generation retinol.

Leveraging new technology from the University of Michigan, Artistry intensive skincare anti-wrinkle firming serum is a unique skin-repair treatment. It works to correct multiple signs of skin aging by utilizing powerful collagen-boosting ingredients: Next Generation Retinol, peptides and vitamin C, with a balancing complex of soothing anti-irritants, moisture barrier restorers and anti-oxidants.

Side effects are diminished using a natural plant-based blend of soy isoflavones, soy peptides and apple extracts, which make up the Targeting Complex. The Targeting Complex is the first and only technology to help shield and calm skin cells, so the full benefits of retinol can reach the deeper layers of the skin's surface, according to Amway.