NEW! INITIATIC MOISTURIZERS COMBAT THE FIRST SIGNS OF AGING: FINE LINES & WRINKLES

Introducing a LIERAC Paris Exclusive Complex to boost cellular metabolism and protect mitochondrial DNA

New York, NY - LIERAC Laboratories have created the 1st exclusive complex to prevent and correct early wrinkles and to target aconitase present in mitochondrial DNA. Combining a high-tech peptide with goji fruit extract, new INITIATIC moisturizers help restore optimum cellular metabolism and correct the appearance of early wrinkles.

A recent discovery by the scientists at LIERAC Laboratories has pinpointed mitochondrial dysfunction as a major contributor to the appearance of fine lines and wrinkles. Mitochondria are located in the cell cytoplasm and can be compared to batteries, responsible for producing and distributing the vital energy (ATP=Adenosine TriPhosphate) needed for optimum cellular metabolism. Mitochondria have their own DNA, whose repair systems become run-down when faced with free radicals. The damage caused by these free radicals leads to dysfunction that affects the production of cell energy. This "energy crisis" causes the appearance of fine lines and wrinkles.

LIERAC INNOVATION: AN EXCLUSIVE BIO-BOTANICAL COMPLEX
The Bio-Botanical Complex was engineered by fusing a high-tech peptide with the powerful, antioxidant rich goji fruit extract.
The pentapeptide consists of 5 amino acids, and is structurally identical to an active fraction of the aconitase enzyme. The aconitase enzyme acts as bodyguard for the mitochondria by stimulating energy production and the protecting mitochondrial DNA.
After sun exposure, mitochondrial DNA is highly damaged; this could lead to the destruction of mitochondria. When the LIERAC peptide is present*, mitochondrial DNA is ideally protected from UVB rays and the mitochondria preserve their integrity. The peptide boosts this enzyme to help stimulate cellular metabolism and protect mitochondrial DNA. (*in vitro tests)

Goji fruit extract, also known as "the fruit of longevity", has powerful anti-aging properties. LIERAC uses the Lycium Barbarum variety, originating in Tibet. GOJI BERRY:
 Contains the highest antioxidant value on the ORAC scale (Oxygen Radical Absorbancy Capacity.)
 Boasts 400 times more Vitamin C than oranges.
 Is rich in 21 trace elements (phosphorus, iron, zinc, selenium, copper,) Vitamins B1, B2, B6, E, and 18 amino acids.

The peptide helps to actively fight against the premature appearance of the visible signs of skin aging by protecting mitochondrial DNA. It also increases the production of energy necessary for optimum cell activity. Its actions are reinforced by the high energizing and antioxidant action of the goji fruit.

TWO FORMULAS, EFFECTIVE RESULTS
INTIATIC FLUID
This lightweight formula is ideal for normal to combination skin and delivers a long-lasting matte finish. Freesia petals and red tea give it a delicate scent. Key Ingredients:
 3% Bio-Botanical Complex: High-tech peptide + Goji Fruit Extract
 5% Botanical Moisturizing Complex: Botanical Polysaccharide + Botanical Glycerin
 0.5% Botanical Agent mattifies
INITIATIC CREAM
This creamy and ultra-hydrating formula is ideal for normal to dry skin. Freesia petals and red tea give it a delicate scent. Key Ingredients:
 3% Bio-Botanical Complex: High-tech peptide + Goji Fruit Extract
 5% Botanical Moisturizing Complex: Botanical Polysaccharide + Botanical Glycerin
 2% Camellia Oil nourishes and softens
 1% Shea Butter repairs

NO PARABENS, NO PHENOXYETHANOL
RESULTS**
A genuine concentration of energy and protection, this complex helps revive and stimulate mitochondrial activity for skin that looks visibly better toned. The appearance of the visible signs of aging is reduced, the formation of early wrinkles is delayed, the skin appears smooth and moisturized, and the complexion is simply radiant.
**Clinical studies pending.

INITIATIC ($48 each) will be available APRIL 2011 at select physicians office, online and at Duane Reade Look Boutiques. Available in May 2011 at European Skincare Centers in select CVS/pharmacy. www.lierac-usa.com, www.Beauty.com www.skinstore.com 1-877-5-LIERAC

Press Contacts:
Jenna Muller - jmuller@alesgroup.com/212.707.6240
Erica Lamboley - elamboley@alesgroup.com/212.707.6241


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ABOUT LIERAC PARIS
Lierac Paris is manufactured and distributed by Alès Group, USA, a subsidiary of Alès Groupe, headquartered in Bezons, France. Founded by Dr. Cariel, a French physician specializing in corrective cosmetic medicine, Lierac Laboratories have been pioneers in skin repair and correction-oriented phyto-cosmetics since 1975. All Lierac Paris products are formulated to deliver effectiveness, safety and pleasure of use. Incorporating leading-edge technologies, Lierac Paris products derive their effectiveness from the field of phyto-therapy, using the most active resources of plants combined with the latest innovations in biotechnology. For more information or to find a local retailer, visit www.lierac-usa.com twitter:@lieracskincare