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Estée Lauder claims it is re-inventing the anti-wrinkle moisturizer to significantly defy aging with the launch of Time Zone Line and Wrinke Reducing Moisturizers. It's billed as the first moisturizer to target and measurably reduce the appearance of lines and wrinkles and "help skin behave in a younger way."

Estée Lauder’s exclusive Sirtuin EX-1 Technology and Tri-Hyaluronic Complex work in synergy to create an optimal environment to reverse skin’s perceived (visible) age while also optimizing skin’s behavior. So skin not only looks younger, but behaves younger too, according to the company.

In order to better understand what causes skin to prematurely age and aim to visibly reverse it, Estée Lauder conducted a five year age measurement study on hundreds of different women aged 20-70. The initial research, conducted in New York and Belgium, included the comprehensive evaluation of 77 “aging markers” which were then narrowed down to a final list of more significant markers, measured through a combination of visual and non-visual clinical assessments, bioinstrumentation and biological testing.

This study allowed Estée Lauder scientists to quantitatively evaluate—for the first time with three different approaches—the impact of the factors that affect the way skin looks and behaves. As a result, they were able to not only identify patterns of aging, but also develop new targeted technologies to address the key anti-aging concerns of women.

The study identified that the following factors most contribute to the aging of women:

• 65% of premature skin aging in the overall age group of 20-70, is made up of visible markers such as lines, wrinkles, age spots, firmness and texture. Within the 30-55 age group, lines and wrinkles contribute to 48% of a woman’s perceived age, making it the single greatest factor in skin aging.
• 35% of premature skin aging in the overall age group of 20-70, is due to non-visible changes in the skin’s behavior such as moisturization, impact of glycation and the loss of natural cell renewal capacity.

Applying these findings, the Estée Lauder brand developed Time Zone Line and Wrinkle Reducing Moisturizers to target these key markers and allow skin to appear and behave younger.

When cells are damaged by factors such as UV exposure, pollution and glycation, they age before their time and begin to lose optimal function. When these prematurely aged cells accumulate, they impact the behavior and function of the skin and the aging process is accelerated—lines, wrinkles and other visible signs of aging become more apparent. In essence, skin looks and behaves older, faster.

Time Zone Line and Wrinkle Reducing Moisturizers contain two new and exclusive technologies that reverse this cellular aging process and dramatically reduce the look of lines and wrinkles. By creating an optimum environment, skin not only looks years younger, but acts as it did years ago.

Sirtuin EX-1 Technology: Estée Lauder developed the technology to help skin naturally stimulate its proteins, thereby helping skin cells renew their innate ability to withstand daily assaults. The key ingredient in this technology is a patented hydrolyzed anti-aging rice extract, which helps skin behave in a younger way to reverse away the visible years.

Tri-Hyaluronic Acid Complex: An industry first, the complex is said to be a unique blend of three hyaluronic acid technologies that work at multiple levels in the skin to help replenish, rebuild and sustain the ideal moist environment for more lineless, youthful looking skin. This complex differs from traditional hyaluronic acid because it not only replenishes moisture to the skin but also rebuilds and sustains skin’s own natural hyaluronic acid deep within the skin’s surface.

The combination of Sirtuin EX-1 Technology and Tri-Hyaluronic Acid Complex is what makes Time Zone Line and Wrinkle Reducing Moisturizers a breakthrough in anti-aging moisturizers. An optimally hydrated environment is created through the Tri-Hyaluronic Acid Complex, while the Sirtuin-EX-1 Technology works to optimize the behavior of the skin. The result is skin that looks and behaves younger. Aging cells are “revived” while skin feels deeply hydrated, plumped and toned, with a naturally volumized look from deep within. Skin regains the responsiveness of younger days, resisting the daily environmental aggressors that accelerate aging and the formation of lines and wrinkles. In clinical testing, every woman tested showed a reduction in the look of lines and wrinkles, according to Estée Lauder.