The cell rejuvenator is obtained from myrtle, a scented white flower Mediterranean shrub, and is said to use the rejuvenating qualities to 'slow the expression of senescence markers down and limit dermal degeneration'. Myrtle oil, used in ancient Greece and Rome is said to have the power to restore freshness and youth to the skin.
Silab states: Because it rebuilds the cellular capital, Longevicell offers the skin a new youth, and is recommended in all anti-aging care products for mature skin.
Anti-aging products have become a mass market, with most cosmetic manufacturers developing lines to target the trend. Botox injections are thought to be the most effective and popular in the US, and more recently the UK. However, they are an expensive treatment, which need to be updated regularly. Many companies, such as Silab, are now competing to find the best alternative to match them.
Aude Bourliataux, creative publisher for Silab told CosmeticsDesign that 'The product is still being launched, however, the first repercussions from skin care manufacturers are very positive. A cell rejuvenator product is a new segment, being very innovative on the cosmetic market.
Longevicell is promoted as acting on the molecular mechanisms involved in cell and tissue longevity, whilst delaying cellular senescence phenomena and limiting degeneration. The company suggests that these attributes make the product beneficial in all anti-aging products and targets the mature consumer.
A study of the product was conducted on 21 female volunteers, with an average age of 57, over a 56-day period. The company states that volunteer's wrinkles were visibly reduced after treatment.
The launch comes at a time when anti-aging products are a lucrative section of the beauty industry, with many new products hitting the market, such as the anti-aging face bra, retailed by VitalityShopUK.com.
Currently the global anti-aging market is estimated to be worth approximately $50 billion dollars, a figure that is expected to hit $56 billion by 2007 - growth that many analysts believe will continue at break-neck speed in coming years.
For the cosmetics industry, anti-aging products have been a consistent and reliable source of growth in an industry otherwise characterized by stagnation and low growth.
However, the cell rejuvenator is yet to be used in the fast-growing oral beauty market, with Bourliataux stating that 'Our active ingredients are safe, non toxic and rigorously controlled from the raw material to the finished product, but the efficacy tests we run target the skin care market for topical use.'