Lubrizol explains how its hydrophilic peptide can prevent the emergence of expression wrinkles that might appear in the future, without negatively affecting facial expressions
Younger generations are transforming the beauty industry. They are digital natives that continuously investigate cosmetics - their ingredients and their science - turning them to ‘skintellectual’ consumers. For example, there is increased chatter on social media about the mechanism of action leading to wrinkle formation.
As a result, more consumers are aware that repeated facial movements produced by daily expressions cause the contraction of the facial muscles, leading to an increased visibility of expression wrinkles. Indeed, there is some evidence to suggest that inhibiting this effect at an early stage may function as a preventative solution to slow down the signs of ageing.
Until now, active ingredient solutions that target the contraction of facial muscles like the hydrophilic peptide, Argireline® peptide, which was the first cosmetic peptide able to inhibit the facial muscular contraction by the destabilization of the SNARE complex, have focused on the reduction of visibility of wrinkles already formed. Therefore, we have created Argireline YOUth peptide, hereafter known as the new active ingredient, to meet the preventative ageing needs of younger consumers.
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