Amway Breakthrough Retinol Targeting Complex Introduced in ARTISTRY Intensive Skincare Anti-Wrinkle Firming Serum

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ADA, Mich., March 8, 2012 /PRNewswire/ -- Amway's ARTISTRY® brand has licensed a leading anti-aging technology for its anti-wrinkle firming serum, the newest addition to the ARTISTRY intensive skincare line. This serum 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 results from the 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 increase collagen activity by 300 percent overnight*. Key benefits include:

• Increase collagen production, which adds firmness to skin
• Soften visible lines and reduce the appearance of wrinkles
• Keep 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. Commonly these side effects lead to dermatitis – a skin condition that causes dryness and flaking.

Leveraging 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.

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
The ARTISTRY brand, exclusively from Amway, is a global leader in premium beauty, offering unprecedented skincare solutions backed by dermatologist testing, advanced science, unparalleled proof of performance, and personalized service unmatched by any beauty counter in the world. The ARTISTRY brand generates more than $1 billion in annual global sales and is among the world's top five, largest-selling premium skincare brands.**

ABOUT AMWAY
Founded in 1959 and based in Ada, Michigan, Amway is one of the world's largest direct selling businesses and a member of the Alticor family of companies. Amway offers consumer products and business opportunities in more than 80 countries and territories worldwide through more than 3 million Independent Business Owners building their own Amway™ businesses. Top-selling brands for Amway are NUTRILITE® vitamin, mineral and dietary supplements, and ARTISTRY skincare and colour cosmetics.

With more than 20,000 employees worldwide, Alticor is privately held by the Van Andel and DeVos families, headed by Chairman Steve Van Andel and President Doug DeVos, and governed by a board of directors led by members of the two families and two outside directors. The company provides product development, manufacturing, and logistics services through Access Business Group and Alticor Corporate Enterprises. Alticor reported $10.9 billion in annual sales for 2011. For more information, visit news.amway.com.

*In vitro testing
**Source Euromonitor International Limited; Beauty and Personal Care 2011, premium cosmetics and premium skincare category and subcategory; global 2010 value RSP

SOURCE ARTISTRY by Amway