THERE has been a real buzz in the beauty industry about Youth Code Rejuvenating Anti-Wrinkle Day Cream — L’Oreal’s much anticipated new gene cream. Much has been made about the fact it has taken ten years to develop and is L’Oreal’s first mass market product based on genomic trials.

The Rejuvenating Anti-Wrinkle Day Cream contains ‘pro-gen’ technology which is designed to help tired skin recover and re-establish its youthfulness. The claim is that this cream will somehow help your skin ‘re -set’ its own genetic code and so will help to make you look younger. But is it really a miracle in a jar, or is the scientific mumbojumbo just another gimmick?