This to me is likened to taking a pill to lose 20 lbs in a week. The issue still exists when you stop taking the pill. I believe we all need to work to maintain what you have, work to get what we want and ultimately love and accept what we end up with – after giving it your best shot, of course! Anyway, this article made me smile and chuckle a bit. Tell me what you think.
Gina
———————————
By NATASHA SINGER NYTimes Published: April 20, 2006
WILLY MANRIQUEZ has perfected a sales pitch that stops most women dead in their tracks.
"Do you want me to take away
the laugh lines from around your eyes in less than a minute?" Mr.
Manriquez, a salesman for the skin care brand Freeze 24/7, asks
shoppers as they roam the cosmetics floor of Henri Bendel in Midtown.
The makers of Freeze 24/7 products claim to reduce the appearance of
wrinkles by relaxing facial muscles.
Most passers-by welcome Mr.
Manriquez’s anti-wrinkle demo, he said. But he occasionally meets a
skeptic like Janice DiGiovanni, 47, who owns the Absolute Laser spa in
Rhinebeck, N.Y.
The motto of her clinic, which offers laser
procedures and acid peels, is "We do what skin care products promise to
and don’t," Ms. DiGiovanni said last week, as she settled onto a stool
in front of Mr. Manriquez and prepared for disappointment. "I’m
thinking moisturizer is a moisturizer is a moisturizer."
Mr.
Manriquez dabbed an eye serum and an antiwrinkle cream around her right
eye. "Your muscles are getting used to relaxing, so your smile lines
are not as deep," he said. "You look better already."
Ms.
DiGiovanni, who said she regularly gets antiwrinkle Botox and Restylane
injections, held up a mirror and examined her face with an experienced,
critical gaze.
"I can actually feel the plumpness around my eye.
It feels more firm," she said with some surprise. Then she demanded
that Mr. Manriquez "freeze" her left eye. "I have to say I’m excited."
Excited she was indeed. She left the counter after spending $385 on four products.
But
some dermatologists and plastic surgeons are skeptical of Freeze 24/7.
"It’s like putting glue on your face to lessen the movement," said Dr.
Trevor M. Born, a plastic surgeon in Toronto. "The numbing agent in it
may make you lose the perception of the surface of the skin, making you
feel that your face is swollen and tighter."
Thanks to visceral
responses from first-time clients like Ms. DiGiovanni, upstart Freeze
24/7 has become a force to be reckoned with in the cosmetics industry.
When it was introduced at Henri Bendel in October 2003, the brand had
only one product, which was displayed on a rickety coffee table. Today,
it has six products and is sold in more than 1,000 stores in the United
States, including Nordstrom, Bloomingdale’s and, as of last month, 447
Victoria’s Secret branches.
The company had sales of $25 million
in 2005, up from $5 million in 2004, said Scott E. Gurfein, the
president and chief executive of Freeze 24/7. Out of every 10 people
who stop for a skin care demonstration, he said, eight or nine plunk
down $115 for the antiwrinkle cream.
"Put product on, see product work, buy product," Mr. Gurfein said. "It’s not rocket science."
In
a world of demanding consumers accustomed to the immediacy of
high-speed Internet connections and instant messaging, Freeze 24/7 has
become the leader in a new cosmetics category: instant skin care.
Traditional skin care items, including prescription creams like
Retin-A, take one to three months to show any kind of result because of
the time needed for ingredients to slough off dead skin cells and
stimulate new collagen growth.
Fast-acting products that offer
immediate brightening, lightening, lifting or tightening effects often
work by using ingredients that temporarily camouflage blemishes,
spackle the skin, or stiffen it, making it feel tauter.
But many
of those instant products do not provide long-term benefits, doctors
say. Quick-fix beauty items are to cosmetics what cellphone cameras are
to technology: they are fun to use and offer instant gratification, but
their results can be fuzzy.
"Skin care is like dieting," said
Karen Grant, the senior beauty industry analyst for the NPD Group, a
market research firm. "You have to invest time and effort. There is no
instant miracle cure."
Try telling that to the shoppers who are
attracted to Freeze 24/7’s cool, ice-cube-like packaging and its cool —
or coolant-like — name. The word "freeze" suggests that wrinkles may be
frozen temporarily, Mr. Gurfein said. The antiwrinkle cream is supposed
to work by relaxing facial muscles in a less invasive fashion than
Botox, the injectable toxin used to paralyze facial muscles
temporarily, he said.
The company says the freezing effect comes
from two ingredients: gamma aminobutyric acid, a substance found in the
human nervous system that can block signals between nerves and muscles,
and gynostemma pentaphyllum extract, derived from an herb used in
traditional Chinese medicine. The company contends that gamma
aminobutyric acid, a molecule that stays on the skin’s surface,
activates smaller gynostemma molecules and sends them through the skin,
where they signal muscles to relax, according to Gene Beilis, a
pharmacist who is the vice president for product development at Freeze
24/7.
But the company has no scientific evidence to back up its
claim that its products actually affect facial muscles. Asked to
provide microscopic data showing that the ingredients penetrate the
skin, Mr. Beilis said that the company has "not gone into deeper levels
of testing."
"You wouldn’t be able to see the chemical interactions occurring under a microscope anyway," he said.
Nava Dayan, a senior principal scientist at Lipo Chemicals, which makes
raw materials and ingredient technology for the cosmetics industry,
said there is a standard test performed on cadaver skin, the Franz
diffusion cell method, that can show whether a cosmetic formula
permeates superficial and deeper levels of the skin.
Because the Food and Drug Administration
defines cosmetics as products that do not fundamentally alter the skin,
cosmetics companies are not required to prove if or how their products
work on the skin’s appearance.
In 2003, Freeze 24/7 had an
outside company test the product by having a researcher treat the faces
of 20 women and visually assess their wrinkles. The test concluded that
each woman had an "observable decrease in the appearance of wrinkles"
around the eyes ranging from 50 to 90 percent. Those results suggest
that the product does something to the surface of the skin, but does
not indicate that muscles are involved in the process.
Dr.
Born, the plastic surgeon in Toronto, theorizes that Freeze 24/7 really
works by numbing the skin on impact and then solidifying when it dries,
making the face feel tighter.
Mr. Beilis agreed that gamma
aminobutyric acid is a powdery substance that coagulates when it dries,
gripping the skin in place. Another ingredient in the product, eugenol,
a clove derivative used in dentistry as an analgesic, "gives you a
cool, numbing, tingling sensation," he said.
But Freeze 24/7
devotees do not care about science as long as the product works
instantly, said Mr. Gurfein, the company president. He said the brand
has been successful because other skin care companies "focus on
technology against a demographic that doesn’t care how a product works;
they just want it to work."
At Henri Bendel, Freeze 24/7 is the
best-selling skin care line, far outstripping beauty brands created by
doctors, including N. V. Perricone M.D. and Patricia Wexler M.D., said
Claudia Lucas, the store’s senior vice president and merchandise
manager for beauty.
But even if the products work only
superficially, they may have a long-term benefit, said Dr. Diane C.
Madfes, a dermatologist in Manhattan.
"You are instantly limiting
the movement of the skin by putting a restrictive barrier on your
face," Dr. Madfes said. If such a product is used daily, it may train
the face to stop making movements that cause furrows, she said. "So you
may prevent new wrinkles from forming or already-existing wrinkles from
getting worse."
Dr. Born offered an alternative treatment for
frown lines: Scotch tape. Ever since they were teenagers, five of his
patients have been taping their foreheads every night, and they have no
frown lines now that they are in their 30’s and 40’s, he said.
There are no published clinical studies that prove Scotch tape reduces wrinkles, but it costs only $2.19.
Powered By Wordpress Tabs Slides