KORRES - Does Affordable Skincare Equal Effective Skincare? Let the Numbers do the Talking

ATHENS - With the season’s latest anti-ageing arrivals ranging between GBP118 and GBP600, KORRES the Greek skincare brand sets to prove that affordable can also equal effective - a stronger message now than ever in the current economic climate.

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At GBP36 - nearly 1/20 of the price of one of the season’s high-end creams, the KORRES Quercetin & Oak line cancels out the theory that only conventional age-defying creams work. Time can be held back naturally and at no ’supercream’ cost. Crash-tested against the market’s top-selling conventional anti-ageing creams, the KORRES Quercetin & Oak line has scored higher:

- HYDRATION (laboratory equipment) - ELASTICITY (laboratory equipment) - DEPTH OF WRINKLES (laboratory equipment) - APPEARANCE OF WRINKLES (observation by supervising dermatologist) - SKIN SMOOTHNESS (observation by supervising dermatologist) - SKIN RADIANCE (observation by supervising dermatologist)

This is the first time globally that a natural anti-ageing cream has achieved higher scores on all of the above. The Quercetin & Oak line is the result of five-years primary research, based on a biological path, the discovery of which was awarded with a NOBEL prize back in 2004.

INNOVATIVE STUDY

The Korres Research & Development Lab has collaborated with the Institute of Biological Research and Biotechnology [IBRB] at the National Hellenic Research Foundation and the University of Athens on a five year primary study of the anti-ageing mechanisms at cellular level. The study focused on the function of the proteasome, an essential shield mechanism of cell proteins like collagen and elastin and its activation to defend and prolong skin cell lifespan. Following the Nobel-awarded discovery of the ubiquitin-proteasome system in 2004, IBRB’s Molecular and Cellular Ageing Programme is one of the world’s most significant research groups working in the Proteasome and Human Ageing field with a number of globally-recognised publications on this subject.

PROTEASOME

The proteasome is one of the vital mechanisms that protect young cell phenotype. It acts as a catalyst within cells, breaking down and eliminating damaged skin proteins. It recruits therefore the building blocks [amino-acids] needed to create healthy essential proteins, like collagen and elastin. However, proteasome activity has been proven to decrease as people age, leading to a lower-formation rate of new healthy proteins. When the proteasome activity is boosted, healthy proteins are formed, helping the skin regenerate.

QUERCETIN

The study focused on the in vitro performance [on cultivated fibroblasts] of over 50 powerful natural antioxidants and their impact on proteasome activity. Among these natural actives examined, the use of flavonoid Quercetin [Oak derived] proved to have an overall excellent performance in boosting proteasome activity and cell regeneration, in relation to the essential ageing bio-markers.

OAK TREE

A symbol of strength and endurance, the Oak tree also known as Quercus is considered the ‘king of greenwood’. With over 400 species in the ‘family’, an average height of 30m [98.5ft ] and a life-cycle that exceeds 10 centuries - several Oak Trees live up to 1,200 years - this is certainly one remarkable genus; amongst its early admirers, ancient Greeks for whom the Oak symbolised the sacred tree of Zeus Bouleus [the councellor]. At the shrine of Dodona, probably the oldest Hellenic oracle, priestesses and priests interpreted the rustling of the oak leaves to determine the correct actions to be taken.

RESULTS

Antiageing is the ultimate beauty-world challenge and a segment in which visible benefits and high-score results are of extreme significance. Even though the Korres philosophy has been built on no-overpromising, it is important to highlight that natural/organic based cosmetics can now ’speak’ the language of conventional skincare; efficacy-wise all products adhere to the same protocol testing systems, allowing consumers to make their selection based on the very same criteria. The Quercetin & Oak line has undergone independent tests including blind-trials and crash-testing against the market’s top performing antiageing products, scoring an extremely high-number on amongst others, wrinkle-decrease.

MORE NUMBERS

3 collaborating partners - Korres, the National Hellenic Research Foundation and the University of Athens

5 year primary study on anti-ageing at cellular level through proteasome and the natural means to boost age-defence mechanisms

14 days, the time in which young cells age if the proteasome function is inhibited; an irreversible status

15 the increased percentage [15%] of survival rates recorded by cells treated with Quercetin, when subjected to extreme oxidative stress conditions

24 hours the maximum cells can survive without the proteasome function

39 the reduction percentage [39%] of the total amount of free radicals within skin cells treated with Quercetin

50 the number of powerful natural antioxidants tested exhaustively to assess their boosting impact on proteasome

85 % of the Quercetin & Oak night cream users reported visible wrinkle reduction

100 % of the Quercetin & Oak night cream users reported significant increase in skin elasticity and skin texture improvement [softer and more even, compact skin]

156 extracts of 32 plant species selected and studied phytochemically by the University of Athens for this primary research; amongst those hundreds of various chemical constituents were isolated, chemically-determined and assessed for their antiageing properties

1500 years old - the oldest oak tree recorded worldwide

2004 the year the discovery of the ubiquitin-proteasome system got a Nobel award

2009 the first time globally that a study on Proteasome & Anti-ageing results into a product line

SOURCE

Korres Natural Products www.korres.com/

Source: KORRES Natural Products Ltd

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