People who have used it not only love it but are buying it again and again and again... racking up huge repeat sales at the cosmetic counters of high-end department stores. 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?

Idebenol Facial Anti-Oxidant Cream

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: In a clinical trial conducted on women with an average age of 67, these "mature" women increased their Skin Renewal Rate, or SR2, 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? 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?

More About Idebenol

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, M.D., 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."

Anticipating the increasing demand for better and safer skin care products, Sovage Idebenol comprises the very best ingredients available. Clinical research affirms the ability of these ingredients to make a substantial impact on the appearance of aging human skin. Consumers can expect to observe improvements

• in the appearance of lines and wrinkles,
• in the smoothness of the skin,
• in the absence of dryness, roughness and flakiness,
• in the hydration or water content of the skin,
• in improved barrier functionality,
• and in resistance to UV damage.

In short, Idebenol helps maintain younger-looking skin.

Idebenol FAQ

How do I use Idebenol?
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 formula). 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.

How does Idebenol work?
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 free radicals - cell damaging molecules that are created by exposure to pollutants, smoke, and other environmental factors, including UV light. So Idebenol not only helps skin look better now, it also helps limit further damage.

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

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.

Does Idebenol work on all colors of skin?
Yes.