Peau Magnifique by RéVive ($1,500) and Sublimage Essential Regenerating Cream by Chanel ($350) will be on the shelves next month, and are already in high demand. Based on recent scientific discoveries of substances that slow skin cell death, these products are competing with plastic surgery to attract a generation of baby boomers that want to maintain a youthful appearance.

These creams are a response to an increasing desire among baby boomers to maintain youthful skin. Unlike plastic surgery which does nothing to improve skin quality, these products can repair and prevent skin cell death so that skin remains soft and supple.

They are based on recent scientific discoveries by Stanley Cohen and Rita Levi-Montalcini, who won the Nobel Prize in 1986 for uncovering the healing effects of EGF (Epidermal Growth Factor). Originally used to accelerate recovery from burns, the substance has now been adapted by Dr. Gregory Bays Brown who obtained the cosmetic patent for it in 1994 and launched Révive skin care products in 1997.

Demand for these products is high: there is already a waiting list to buy Chanel's Sublimage Essential Regenerating Cream. The proteins and enzymes used in these new products, including telemorese which slows skin cell death, are at the basis of the expanding market for anti-aging products.

This is cache, read story here