Amway’s Artistry brand has licensed a leading anti-aging technology for its anti-wrinkle firming serum, the newest addition to the Artistry intensive skincare line. This serum will be the first and only anti-aging product to use a patented Targeting Complex technology that is designed to reduce the common side effects found in retinol treatments.

“We saw that retinol, while efficacious in rebuilding the skin’s collagen matrix, also caused discomfort that was preventing many women from gaining its benefits,” said Gary Fisher, Ph.D., Harry Helfman Professor of Molecular Dermatology, University of Michigan. “After years of investigating retinol’s mechanism of action, we discovered a completely innovative way to direct the skin’s responses to retinol, so it can be more effective in improving the appearance of wrinkles while minimizing side effects.”

Artistry intensive skincare anti-wrinkle firming serum is designed to combat the visible effects of aging by boosting collagen while minimizing the level of sensitivity associated with retinol use. Recent research reveals that this retinol-based sensitivity results from the activation of a protein called epidermal growth factor receptor (EGFR). The University of Michigan researchers identified natural products, including soy compounds that curtail this activation, thereby specifically targeting retinol action to its beneficial anti-aging effects. Artistry intensive skincare anti-wrinkle firming serum includes ingredients such as next Generation Retinol, peptides and vitamin C, with a balancing complex of soothing anti-irritants, moisture barrier restorers and anti-oxidants.