December 21, 2010 TIPS & TUTORIALS

L'Oréal Paris's New Gene-ie in a Bottle

Ah, genetics—they can either be a blessing (as in, becoming a supermodel or star athlete) or a curse (as in, sprouting my first gray hair at 25 just like my mom did). But while you can't change your height or your hair type, a new skincare line from L'Oréal Paris aims to change the genetics of your skin's natural aging process.
How is that possible? Well, it's a known fact that speeding up cell turnover prompts your skin to produce collagen, which are the proteins that keep skin smooth and plump. Retin-A is proven to increase cell turnover, but many women find their skin can't tolerate its side effects (which can include redness, peeling, and increased sensitivity to sunlight). A L'Oréal research team at the Saint-Louis Hospital Skin Research Institute in Paris spent over 10 years testing another way to boost cell turnover: By triggering the skin’s repair gene.
As we age, our skin's ability to regenerate cells slows down, and as a result it loses firmness and elasticity. By keeping the skin's repair gene revved at full capacity, cells will continue to turnover at regular intervals and our skin will keep churning out the collagen.
The institute's research team—led by its founder, Louis Dubertret—discovered that a combination of three key ingredients help stimulate DNA: Biolystat, a bacteria that keeps the repair gene active; adenosine, a collagen-producing molecule; and peptides. They've named this star combo GenActiv Technology, and it's in all four products in the brand's new Skin Expertise Youth Code line. The range, which is targeted at women 35 and older, includes a day lotion with SPF, night cream, serum, and an eye cream.
Each product is $24.99, so if you only buy one, get the serum—it has 10 times more Biolystat than the other products and can be applied under your regular moisturizer. Also a standout: the eye serum, which has the most soothing metal applicator that cools the skin and helps calm puffiness.
The Youth Code collection doesn't roll out to stores until January, but you can shop the presale here on L'Oreal's website.


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