Deep freeze

Put the freeze on wrinkles without toxic Botox with the new Australian skincare product, Freeze Frame - the world's first Botox alternative to apply topically - which debuted in Auckland today at a lunch at Sky City Grand Hotel.

Founder Sonia Amoroso, a tall, thin glamorous Australian woman who was entrepreneur of the year in 2004 and took her business from $700 to $40 million, is no stranger to new product launches, having been the force behind Skin Doctors and many others. But she wanted to create a Botox alternative that's convenient, less expensive and less toxic too. 

She was told by chemists it couldn't be done, she struggled for a long time, and then released it in July 2009 in Australia to huge success. They can't keep it on the shelves and it's number 1 in Myers. New Zealand is just the second country to get the product after Australia. 

It's the only product available with Inhibox amino acids and mineral sources with an instant wrinkle-erasing effect. It contains Gamma Amino Butyric Acid (GABA) which functions as a neurotransmitter inhibitor to relax nerves and regulate muscle tone. It's the strongest wrinkle relaxant ever discovered; 13.13% stronger than Argireline. 

We use our facial muscles 15,000 times a day and this is clinically proven to reduce the appearance of wrinkles by up to 63.13% in 28 days. 

Sonia's own face certainly looks wrinkle-free, so we asked politely how old she was but she didn't want to say, despite me pointing out that the older she is, the more credit is due to Freeze Frame! When I proffered that I was 37, she nodded and conceded she was, "About the same." 

Melinda from BDM Grange was the lucky guinea pig to try a 'split face' demonstrating the before and after effect. 

Sonia applying Freeze Frame to Melinda's right eye. There are three important steps to application that you must follow to get results. Firstly skin needs to be completely clean and dry with no residue on the skin or it won't take effect. Secondly apply it in one direction only; don't rub it back and forward. Just put a layer on and it only works on expression lines on eyes, not on crepey necks, or backs of hands, and so on. Thirdly don't move at all for a few minutes while it takes effect. When it's completely dry you can move again! 

Below: Melinda after a few minutes with Freeze Frame on her right eye (Left side of photo.) She was really happy with the results. 

Carmen Streeter, Marketing Co-ordinator of Self-Care, applies Freeze Frame to Lesley from Bride and Groom magazine. 

Below, Lesley after ten minutes. The left side (her right eye) is Freeze Frame-d and has less defined lines underneath it, her left eye is the control. 

Not only is it visible immediately, the results are cumulative so using it in the long term apparently lessens wrinkles over time unlike Botox which only works while in your system. it will retail in NZ around $119 for the slender airless tube at selected Farmers nationwide. 

Megan Robinson, 11 February 2010