Elizabeth Arden Workshop – Introducing A Powerful Day Skin Defender, Elizabeth Arden PREVAGE® Day Moisturizer

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I have recently attended the Elizabeth Arden PREVAGE® Bloggers & Forumers Workshop and I truly enjoyed it.

The purpose of this workshop is to introduce the new Elizabeth Arden PREVAGE Day Ultra Protection Anti-aging Moisturizer SPF 30 PA++.

Many of us (including myself) may not be aware that Elizabeth Arden has already been around for almost a century and they will be celebrating their 100-year anniversary next year.

PREVAGE®, a luxury, high-performance series that target to men and women all around the world who not only concern with fine lines, wrinkles, age spots and uneven skin tone but also desire to defend the dangerous free radicals, secret enemies unleashed by sun and environmental assaults.

Elizabeth Arden PREVAGE® Day Ultra Protection Anti-aging Moisturizer SPF 30 PA++, the newest member of the PREVAGE® team, is the first ever moisturizer with both high level SPF protection and revolutionary Idebenone, proven as the most powerful and effective antioxidant on the market today, with a top EPF® (Environmental Protection Factor) rating of 95 – a measurement of the protective capability of antioxidants and the highest grade achieved to date.

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New PREVAGE® Day proven to help :

Deflect the sun : with broad spectrum SPF protection, your first line of defense against skin damaging UVA and UVB rays.
Neutralize free radicals: with clinically proven Idebenone, the most powerful antioxidant available today.
Defy dryness: to help lock in essential moisture with an intense yet lightweight dose of daily hydration.

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Idebenone – The power of PREVAGE®

PREVAGE® Day includes revolutionary Idebenone, a clinically proven antioxidant that addresses the affects of oxidation on the skin, a leading cause of visible signs of aging. The Idebenone in exclusive PREVAGE® formulas has undergone stringent testing using the Environmental Protection Factor (EPF®) protocol that measures the protective power of antioxidants to fight oxidative stress under five different test conditions. Of the six antioxidants tested (ALA, kinetin, vitamin C, vitamin E and Q10), Idebenone received the highest rating of EPF® 95 out of 100. PREVAGE® Day also contains Thiotaine, an antioxidant that complements Idebenone in protecting skin from free radical damage caused by environmental assaults.

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EPF® - Environmental Protection Factor

What is the number one cause of skin aging? Free radical damage. It’s a process that is triggered by sun exposure, smoke, pollution and even your own metabolism. “Your skin doesn’t just age, it oxidizes,” explains cosmeceutical scientist and PREVAGE® researcher Joseph H. Lewis II. Everyone knows that SPF protection with a sunscreen product is your first line of defense. Based on the newest research, many skincare experts believe that antioxidants are the all important partner in a good anti-aging skincare strategy.

How effective are antioxidants? A group of researchers developed the first ever protocol to compare the oxidative stress protection efficacy of various topical antioxidants and rate them with Environmental Protection Factor or EPF®. The findings were published in the Journal of Cosmetic Dermatology .

Since free radical damage is a complex process, the study used a 5-step test that measured different aspects of antioxidant capability. Each test was given a value of 20, for a total of 100 points or EPF® 100.

In this test, Idebenone, the key ingredient in new PREVAGE® Day Ultra Protection Anti-aging Moisturizer SPF 30, received an EPF® of 95, higher than the other common antioxidants tested including Alpha Lipoic Acid, Kinetin, Vitamin C, Vitamin E or Coenzyme Q10.

The 5-step Test

Sunburn Cell Assay Test: Tested the ability of antioxidants to block sun damage (sun burn cells) to human skin from UV light.

Photoluminescence Test: Measured the overall capacity to quench free radicals generated in vitro by a chemical reaction.

Primary Oxidative Products: Free radicals attack healthy cells by breaking down the natural lipid barrier. This test measured ability to protect lipids from breaking down when exposed to oxidative stress.

Secondary Oxidative Products: Free radicals set off a chain reaction that can be highly damaging to skin. This test showed the capacity of antioxidants to block these reactions.

UVB Irradiated Keratinocytes: UVB rays penetrate into skin and cause damage to cells that produce collagen and elastin. This in vitro test measured the capacity of antioxidants to block these reactions in the lab.

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SPF Protection

The most dangerous source of premature skin damage is sun exposure, and studies show that cumulative daily exposure can be as detrimental to skin as time at the beach. PREVAGE® Day contains broad spectrum UVA/UVB sunscreens to help protect against everyday sun damage. It has an SPF rating of 30 and a PA ++ rating, a measure of UVA protection.

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Availability

PREVAGE® Day will be first launched at Takashimaya EA counter on 13 November 2009  and it will be available at all Elizabeth Arden counters subsequently.

Elizabeth Arden Counters in Singapore :

1. Takashimaya (+65 6735 7605)
2. Robinsons Raffles City (+65 6336 1554)
3. Robinsons Centre Point (+65 6738 9389)
4. OG People’s Park (+65 6538 5970)
5. OG Albert Complex (+65 6334 3690)
6. Metro Paragon (+65 6737 1492)
7. Metro Woodlands (+65 6891 0170)

The PREVAGE® High Performance Skincare Lineup

NEW! PREVAGE® Day Ultra Protection Anti-aging Moisturizer SPF 30 PA++
1.7 fl. oz. / 50 ml S$239.00
PREVAGE® Anti-aging Treatment
1.7 fl. oz. / 50 ml S$315.00
PREVAGE® Eye Anti-aging Moisturizing Treatment
0.5 fl. oz. / 15 ml S$186.00
PREVAGE® Anti-aging Night Cream
1.7 oz. / 50 g S$239.00
PREVAGE® Body Total Transforming Anti-aging Moisturizer
6.8 oz. / 200 ml S$241.00
PREVAGE® WHITE Concentrated Brightening Serum
1.0 fl. oz. /30 ml S$224.00

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I’m now testing on the PREVAGE® Day and I will be doing a review soon. Stay tuned….

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