Who's behind it?
Beverly Hills dermatologist Zein Obagi. He believes moisturisers can do more harm than good. In fact, his line does not include traditional moisturisers. 'For years women have used moisturisers for a quick, cheap fix. Instead of allowing skin cells to function properly they become lazy and slow down. Our skin then becomes sensitive and intolerant when the signs of ageing rapidly increase.'
What's the spin?
Obagi claims to have more active ingredients and higher concentrations of retinol than other brands. Executive vice-president Jue Wong says that scientifically, for retinol to have any effect it has to be in a concentration of at least 0.7 per cent. Most products contain only 0.4 per cent or below, which she says is 'ineffectual'. ZO spent five years researching how to stabilise retinol so it can be used in higher concentrations. The formulas are based on time-release technology to reduce sensitivity. Water is not included to prevent the retinol from oxidising, ensuring its purity.
Any future plans?
Obagi is working on a skin brightening system and a scientifically based mineral line of foundations and concealers. A lifting system to address firmness without tautness or dryness will be introduced late next year.