A leading scientist has unveiled what could be the most effective anti-aging skin cream ever. The cream is developed through a microchip, which individually measures the clients DNA and tailors the cream specifically for them.

The anti-aging and cosmetics market is a multibillion dollar industry. With our celebrity culture focusing more upon youth than ever, no one wants to look old, and one of the most telltale signs of aging is in our skin. Wrinkles, crow's feet, sagging and age spots are all enemies of a youthful look, and consumers spend tons of their hard-earned cash not only on creams, potions and serums to reduce signs of aging, but also on fillers, Botox and plastic surgery.

New creams and products promising to be the holy grail pop up on the market regularly, and many are just the product of marketing hype. Now, a scientist has created an anti-aging cream that could really live up to its claims. The product is tailor-made for each individual by using a microchip which analyses their DNA and tests their skin. The results are evaluated to determine exactly how much collagen the person has or needs and then the cream is made to deliver that precise amount.

While this all could sound like just more advertising double-talk, the difference is the man behind the Geneu product, Professor Chris Toumazou, Regius Professor at Imperial College, London. His credentials are impressive, as he developed the artificial pancreas for type 1 diabetics, an artificial ear implant that has allowed over 10,000 deaf children to hear, and the wireless heart monitor.

"In a way it's not about the serum, it's about the science", asserts Toumazou "People are fascinated by what is going on in their DNA. They want to know about themselves and they come away with something that's entirely bespoke to them." 

In a storefront laboratory in London, doctors swab the customer's cheek, isolate their DNA with a hand-held device and inject it into the microchip, which creates the blueprint for their personal cream. The amount of collagen is the key because too little can be ineffective, while too much can be damaging. In addition to collagen, the cream contains peptides, amino acids and vitamins. Clinical trials have shown the serum to reduce fine lines and wrinkles by 30 percent in 12 weeks. Hopefully these results are consistent, because a consultation and four-week supply will set buyers back almost $1,000.

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