Gene Genie

Youth Code launched today in Auckland with an event at The French Cafe - after all it's L'Oreal Paris - with a Biology Professor educating Editors on the breakthrough genetic science of the new anti-wrinkle skincare.

Below: Dr Kerry Loomes, Proteonics expert from University of Auckland.

Dr Loomes gave us the central dogma of biology in two minutes then outlined how scientists have been trying to use the science since the year 2000 which is termed the post-genomic era. Repair genes kick in after injury or attack. When the repair genes are not working efficiently, the skin ages.

So, how can we turn these repair genes on? There's been ten years of research into repair genes. They found the older we get, the response by repair genes is markedly delayed therefore the need to get older skin to recover faster.

In a collaboration between Paris Saint-Louis Hospital and L'Oreal, scientists have unlocked the repair genes and taken out three patents concerning Pro-Gen Technology for rejuvenation, and Adenosine for anti-wrinkle action. 

Youth Code is aimed at women over 35, a decade younger than L'Oreal's hugely popular range Revitalift which is aimed at 45 and over. Wrinkles, fatigue and a dull complexion are the signs of a modern lifestyle and the skincare concerns of  women over 40, 40% of whom are not married, 80% of whom work, and 38% of whom have kids after the age of 35. These lifestyle characteristics sound youthful, but their skin simply isn't keeping up. 

Youth Code was found in clinical tests to give significant improvement of the skin's barrier function against a placebo over 57 days. Women also gave great testimony that using Youth Code twice daily over one month gave more rested looking skin (77%), younger looking skin (60%), reduced wrinkles (71%), and more radiant skin (79%). 

Below: Anna Fitzpatrick of Front Row Diary at the launch. 

Youth Code currently has three products in its range, a day care 50ml, a concentrate 30ml, and an eye care 15ml, all retailing at $34.99 and available from 1 March.

L'Oreal Paris also has another skincare line in the pipeline for release in 2010, Triple Effect Day retailing at $12.99, is coming in April. 

Below: Youth Code viewed through a glass of champagne.

Megan Robinson, 10 February 2010