You’ve seen it on the news... you’ve read about it in magazines...

People who have used it not only love it but are buying it again and again and again... racking up huge repeat sales at the cosmetic counters of high-end department stores. So what in the world is all the excitement about?

The new "wonder" potion is called Idebenol (pronounced e-deb-in-all), from prestige skin cream developer Sövage Dermatologic Laboratories. But why are cosmetic "insiders" betting that Idebenol will not only make you look years younger but will breathe new life into a maturing (some would say "stagnant") cosmetic industry? Well, it’s surely not Idebenol’s less-than-spectacular (some would say rather plain) pale green and white packaging. Nor is it the fact that Idebenol touts itself as a "Facial Anti-Oxidant". Let’s be real; anti-oxidants are nothing new. So why is everyone so excited?

Idebenol is a topical antioxidant that helps reduce the appearance of fine lines and wrinkles and improve skin elasticity/firmness. But Idebenol’s powerful antioxidant helps to protect your skin from further damage, like wrinkles, dryness, and thinning skin, by protecting skin cells from the damage caused by free radicals - cell damaging molecules that are created by exposure to pollutants, smoke, and other environmental factors, including UV light. So Idebenol not only helps skin look better now, it also helps limit further damage.

Ingredients: Water(Aqua), Cyclopentasiloxane, Ethylene/Acrylic Copolymer, Butylene Glycol, Isopentyldiol, Hordeum Distichon (Barley) Extract, Glycereth-26, Methylsilanol Mannuronate, Cetearyl Methicone, Helianthus Annuus (Sunflower) Seed Oil Unsaponifiables, Behenyl Alcohol, Polyglyceryl-2 Stearate, C30-45 Alkyl Cetearyl Dimethicone Crosspolymer, Santalum Album (Sandalwood) Wood Extract, Phellodendron Almurense Bark Extract, Dimethicone Yeast Polysaccharides, Linoleic Acid, Soy (Soybean) Sterols, Soy (Soybean) Phospholipids, Xanthan Gum, Tetrahexyldecyl Ascorbate, Hydrogenated Lecithin, Hibiscus Sabdariffa Flower Extract, Ferula Assa Foetida Root Extract, Pyrus Communis (Pear) Fruit Extract, Camellia Sinensis (Green Tea) Leaf Extract, Glucosamine HCL, Algae Extract, Yeast Extract (Faex), Urea, Fragrance, Phenoxyethanol, Methylparaben, Butylparaben, Propylparaben, Isobutylparaben, Ehylparaben.

Recommended Use: Begin with clean, dry skin. Apply This 100% idebenone-free Idebenol at least twice daily (do not exceed three applications per 24-hour period). Use sparingly (Idebenol is a concentrated formula). Massage a small amount of Idebenol into the target area, using a circular motion, until completely absorbed. Idebenol absorbs quickly, leaving your skin looking youthful, smooth, and silky.

Q. Can I use Idebenol™ on the wrinkles/circles underneath my eyes?
A. The correct way to apply Idebenol to the eye area is to softly massage it into the skin covering the orbital bone around the eye. Do not apply Idebenol directly underneath the eye or on top of the eyelid.

Q. Does Idebenol™ work on all colors of skin?
A. Yes.

Q. Is it okay to use Idebenol™ if I get regular facials?
A. Absolutely. Your skin-care professional will likely wonder what you’re doing to make your skin look so good, though. You can decide whether you want to tell her/him.