Breakthrough Retinol Targeting Complex to be Introduced in ARTISTRY® Intensive Skincare Anti-Wrinkle Firming Serum

ADA, Mich., May 24, 2011 /PRNewswire/ -- ARTISTRY skincare exclusively from Amway has licensed a leading anti-aging technology for its Anti-Wrinkle Firming Serum, the newest addition to the ARTISTRY Intensive Skincare line. To be introduced in a phased global launch that begins July 2011, this product 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.

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Patented technology from University of Michigan

"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 Skincare 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 is a result of 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.

Collagen activity boosted overnight

"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 Skincare Anti-Wrinkle Firming Serum is proven to produce three times more collagen activity overnight in cell cultures. ARTISTRY Intensive Skincare Anti-Wrinkle Firming Serum's key benefits include:

• Encouraging the skin to increase the production of collagen, which is the support that gives added firmness to skin
• Softening lines and reducing the appearance of wrinkles
• Keeping skin looking healthy
• Compatibility with all skin types

How new technology improves upon first-generation retinol

At some point in everyone's adult life, skin begins to lose measurable amounts of collagen and elastin, which are responsible for the strength and resilience of skin. People often turn to retinol treatments to combat these signs of aging. On average, however, 90 percent of those undergoing retinol therapy for aging skin experience unwanted side effects that limit this use, namely, dermatitis -- a skin condition that causes dryness and flaking.

Leveraging the 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.

The product will launch in markets like Korea and Japan later this the year, with the launch in North America and China expected in 2012.

About University of Michigan Health System

Based in Ann Arbor, Michigan, and part of the premier University of Michigan, the University of Michigan Health System's patient care, education and research facilities are among the most comprehensive and sophisticated in the nation and the world. UMHS is home to more than 22,000 faculty and staff who are involved in patient care, education and research with 120+ clinic locations and offices throughout Michigan and northern Ohio.

The University of Michigan will receive royalties from the sale of products as specified in a licensing agreement. Royalties are distributed according to University policy. U.S. Pat. No. 6,638,543

About ARTISTRY®

ARTISTRY (www.artistry.com) is among the world's top five, largest selling, premium skincare brands*, and is sold in more than 80 countries and territories worldwide exclusively from Amway. A leader in developing exclusive patented technologies, ARTISTRY meets the unique characteristics of skincare needs for people of different ethnicities and maintains one of the largest, globally diverse skin research databases. ARTISTRY has a complete line of skincare and cosmetics covering basic needs: basic skincare, age-defying skincare, whitening skincare, intensive treatments and luxury skincare, as well as cheek, lip, eye and face colour.

About Amway

Amway (amway.com) is one of the world's largest direct selling businesses. Amway's parent company, Alticor Inc., reported global sales of $9.2 billion in 2010. Founded in 1959 and based in Ada, Michigan, USA, Amway offers consumer products and business opportunities in more than 80 countries and territories worldwide. Amway's top-selling brands are NUTRILITE® vitamin, mineral and dietary supplements, ARTISTRY® skincare and colour cosmetics, and eSpring® water treatment systems. The company provides product development, manufacturing and logistics services through its Access Business Group and Alticor Corporate Enterprises divisions. For company news, visit globalnews.amway.com. For media questions: contact Corporate Communications at 616-787-7565 (Michigan, United States) or [email protected].

*Source: Euromonitor International Limited; Beauty and Personal Care database; premium cosmetics sector; global 2009 RSP; global brand name classification.

SOURCE Amway