For All Skin Types. The new wonder potion is called Idebenol® (pronounced e-deb-in-all), from prestige skin cream developer Sovage Dermatologic Laboratories. But why are cosmetic "insiders" betting that Idebenol will not only make you look years younger but will breathe new life into a maturing (some would say "stagnant") cosmetic industry? Well, it's surely not Idebenol's less-than ¬spectacular (some would say rather plain) pale green and white packaging. Nor is it the fact that Idebenol touts itself as a "Facial Anti-Oxidant." Let's be real; anti-oxidants are nothing new. So why is everyone so excited?

The reason everybody is so excited about Idebenol is that it can virtually reverse the hands of time. I know, "reverse the hands of time" sounds a wee bit trite, but here's one juicy little fact that will get you off your butt and running to your favorite cosmetic counter: In a clinical trial conducted on women with an average age of 67, these "mature" women increased their Skin Renewal Rate, or "SR" so dramatically that it matched the skin renewal rate of women in their late 20s (29-year-olds to be exact). That's right. 67-year-old skin with a renewal rate of a 29-year-old. Amazing!

So what is a Skin Renewal Rate, you ask? Well, as it was explained to me, Skin Renewal Rates reflect the speed at which new skin cells replace old skin cells ... in other words, it's a standardized measure scientists use to determine the skin's "aging" parameters ... and one reason a 29-year-old always looks younger than a 67-year-old. Not quite there yet? It turns out that Idebenol does more than just make you look younger. Idebenol is a highly selective "free radical killer.” But what in the world are "free radicals” and how does "killing" them help your skin look younger, tighter, and firmer?

For an answer, we turned to Dr. B. Grant Bishop, MD., noted dermatologist and Clinical Professor of Dermatology at the University of Utah. Dr. Bishop told us, "Free radicals are highly reactive molecules that can severely damage skin cells;' explaining, "For more than three decades, researchers have known that free radicals accelerate the skin's aging process. In scientific terms, free radicals initiate a destructive cascade of events that cause the denaturation of structural cellular protein, a loss of enzyme function, the depletion of natural cellular protectants, a shift in cell membrane lipid oxidation, and ultimately weaken the skin's immune protective system damaging DNA and predictably resulting in 'mutational events' like thinning skin, loss of elasticity, age spots and, of course, wrinkles ... the classic signs of premature aging."

I don't know about you, but any skin cream that can make 67-year-old skin renew itself with the efficiency of a 29-year-old ... and "kill" free radicals (whatever they are) at the same time ... sounds pretty amazing to me.

However, Dr. Bishop cautions, ''Although the data from preliminary research and, concededly, the remarkable anecdotal reports from people who've used Idebenol suggest that this compound is highly effective, many more clinical trials must be conducted before a consensus regarding this novel skin cream emerges in the established medical community.” [As a side note: even though Dr. Bishop tells us to wait for a "medical consensus," after our interview, he asked for a free tube of Idebenol for his own personal use ... what does that tell ya?] Nevertheless, if you're like most of us, and don't give a flying fig about a "medical consensus.' but just want to hear "all the facts" ... try these facts on for size:

FACT: A 32% reduction in the appearance of fine lines, wrinkles and crow's feet after one month, increasing to a 57% reduction in the appearance of fine lines, wrinkles and crow's feet in just 3 months

FACT: A 34% improvement in the overall appearance of the skin after one month, increasing to a 45% improvement in just 3 months

FACT: A 33% reduction in the appearance of wrinkle depth after one month, increasing to a 55% reduction in the appearance of wrinkle depth in just 3 months

FACT: A 40% rise in skin hydration after one month, increasing to more than 50% in just 3 months

FACT: A 32% increase in the appearance of skin firming and elasticity in only 14 days In today's world, however, it takes more than science alone to turn an incredibly innovative new product into an international “phenomenon" like StriVectin. It takes "buzz" (what we used to call word-of-mouth) ... the fact that "celebrities" use it... the ultra-chic swear by it ... and beauty editors write about it. So why are "insiders" so sure that Idebenol is destined to become the anti-¬wrinkle phenomenon of this or any decade? "Because Idebenol is not only the most advanced wrinkle cream to hit the market in years;' says Heather Brown, Public Relations Director of Sovage Dermatologic Laboratories, "but people use it, love the way it makes them look, and tell their friends. It's gotten to the point that just having a tube of Idebenol (because of its cost and limited availability) has become sort of a 'status symbol' ... in other words, Idebenol has buzz ... lots and lots and lots of buzz."

So will Idebenol overtake StriVectin'" as the world's #1 selling prestige wrinkle cream? Only time will tell ... however, the "oddsmakers" are betting on Idebenol! See you at the cosmetic counter ...

Sovage Idebenol Facial Anti-Oxidant Actions:
• Helps bind free radicals
• Reduces the appearance of fine lines, wrinkles and crow’s feet
• Helps protect skin from cellular damage.

Q. How do I use Idebenol?
A. Begin with clean, dry skin. Apply Idebenol at least twice daily (do not exceed three applications per 24-hour period). Use sparingly (Idebenol is a concentrated formu¬la). Massage a small amount of Idebenol into the target area, using a circular motion, until completely absorbed. Idebenol absorbs quickly, leaving your skin looking youthful, smooth, and silky.

Q. How does Idebenol work?
A. Idebenol is a topical antioxidant that helps reduce the appearance of fine lines and wrinkles and improve skin elasticity/firmness. But Idebenol's powerful antioxidant helps to protect your skin from further damage, like wrinkles, dryness, and thinning skin, by protecting skin cells from the damage caused by fee radicals - cell damag¬ing molecules that are created by exposure to pollutants, smoke, and other environ¬mental factors, including UV light. So Idebenol not only helps skin look better now, it also helps limit further damage.

Q. How long will Idebenol last me?
A. It depends on how much you use, and how often you apply it.

Q. Can I use Idebenol on the wrinkles/circles underneath my eyes?
The correct way to apply Idebenol to the eye area is to softly massage it into the skin covering the orbital bone around the eye. Do not apply Idebenol directly underneath the eye or on top of the eyelid.

Q. Does Idebenol work on all colors of skin?
A. Yes.

Q, Is it okay to use Idebenol if I get regular facials?
A. Absolutely. Your skin-care professional will likely wonder what you're doing to make your skin look so good, though. You can decide whether you want to tell her/him.

Q. What happens if I stop using Idebenol?
A. Although Idebenol is an amazing product, no one can stop the aging process. However, nor only will regular use of Idebenol help reduce the appearance of exist¬ing fine lines and wrinkles, but continued use will also help reduce the appearance of future wrinkle formation.

Q. When can I expect to see results?
A. In as little as 28 days, Idebenol's clinically tested, proprietary compounds will produce a visible improvement in the appearance of the skin. Best of all, clinical trials on the Idebenol key compounds showed that skin contin¬ued to dramatically improve month after month.

Q. Were there any clinical studies?
A. Yes. A clinical trial was performed on the Idebenol complex. 20 subjects applied the Idebenol complex on their face and five applied a placebo cream, all twice a day for three months. The treated group showed a huge improvement (32%) in the appearance of fine lines and wrinkles after just one month - five times more improvement than the placebo group. What's more significant is that in the same clinical study, the treated subjects expe¬rienced an average of 570/0 improvement in the appearance of facial lines and wrinkles after just three months.

Q. Is Idebenol safe?
A. Idebenol has been clinically proven to be safe and effective.

Q. If I am currently taking any kind of prescription or medications, can I use this product?
A. If you are taking any prescription medications or are under the care of a physician, you should always check with your doctor before using anything else. If your health-care provider has any questions, please have him or her call 1-800-898-5153.

How To Use:
• Begin with clean, dry skin. Apply Sovage Idebenol twice daily (morning and evening).
• Use sparingly. Idebenol is a concentrated formula.
• Gently massage Idebenol into the target area, using a circular motion, until completely absorbed.
• Sovage Idebenol is absorbed immediately, leaving your skin looking youthful, smooth, and silky.

Store at controlled room temperature 15^o-30^oC / 59^o - 86^oF.

Warnings:
For topical use only. Before using Idebenol on a regular basis, test it on a small area of your forearm. If extreme redness/rash or itching occurs, discontinue use and call our customer service department at 1-800-898-5153. For external use only. Avoid direct contact with eyes. If product comes in contact with eyes, flush with warm water. Not for use by persons under 18 years of age unless directed by a doctor. Use only as directed. Keep out of reach of children.

Ingredients:
Sovage Idebenol Facial Anti-Oxidant contains: Water (Aqua), Cyclopentasiloxane, Ethylene/Acrylic Copolymer, Butylene Glycol, Isopentyldiol, Hordeum Distichon (Barley) Extract, Glycereth-26, Methylsilanol Mannuronate, Cetearyl Methicone, Helianthus Annuus (Sunflower) Seed Oil Unsaponifiables, Behenyl Alcohol, Polyglyceryl-2 Stearate, C30-45 Alkyl Cetearyl Dimethicone Crosspolymer, Santalum Album (Sandalwood) Wood Extract, Phellodendron Amurense Bark Extract, Dimethicone, Yeast Polysaccharides, Linoleic Acid, Soy Sterols, Soy Phospholipids, Xanthan Gum, Tetrahexyldecyl Ascorbate, Hydrogenated Lecithin, Hibiscus Sabdariffa Flower Extract, Ferula Assa Foetida Root Extract, Pyrus Communis (Pear) Fruit Extract, Camellia Sinensis Leaf Extract, Glucosamine HCI, Algae Extract, Yeast Extract (Faex), Urea, Fragrance, Phenoxyethanol, Methylparaben, Butylparaben, Propylparaben, Isobutylparaben, Ethylparaben.