It couldn't have happened to a nicer cream. The British Advertising Standards Authority (ASA) has rapped Amatokin on the knuckles for failing to substantiate its anti-aging claims. Good for the ASA. I thought Amatokin looked dodgy from day one.
For a start, it has a spectacularly silly origin myth for its mystery key ingredient, "polypeptide #153". It involves Russian scientists, a secret laboratory behind (Cold War-like) razor wire, and gun-toting security guards. The hilarious finishing touch to this account is the phrase "no kidding". Now that is a marketing team with a keen sense of humor. One of the scientists, according to my research, seems to reside comfortably in Switzerland. But that is by the by.
Secondly, Amatokin ($190) is made by Voss Laboratories, a company owned by Basic Research, which also makes StriVectin (a potion fronted by "doctors" who have never practiced any form of medicine).
Thirdly, it is really unlikely to work. Which, to its credit, is the point the ASA is getting at. Voss mentions trials of its key ingredients, but the ASA said that positive conclusions could not be extrapolated
to apply to the cream and that it was impossible to determine
whether the ingredients were tested in the concentrations and
quantities in which they are used in Amatokin. The company asserts that it tested the peptide on rats to demonstrate an
increase in blood flow and on mice to demonstrate stem cell activation. Skin stem cells allegedly increased 2-3 fold on the mice. On human skin, there was only a 10-minute before-and-after test. Polypetide 153 has undergone no independent trials.
Polypeptide 153 is vaguely marketed as something to do with "harnessing the power of your own stem cells". Whatever the heck it actually is, it is one of only two actives in Amatokin (although there is some yeast and soy protein). The other is the synthetic peptide (dipeptide diaminobutyroyol benzylamide diacetate) that mimics snake venom to reduce
muscular movement and, consequently, the expressions that cause wrinkles.
Ingredients in Amatokin
Water (Aqua), Neopentyl Glycol Dicaprylate/Dicaprate, Yeast Extract
(Faex), Silica, Glycerin, Hydrolyzed Soy Protein, Cetearyl Alcohol,
Tridecyl Trimellitate, Glycereth-26, Glyceryl Stearate, Cetyl Alcohol,
Dimethicone/ Divinyldimethicone/Silsesquioxane Crosspolymer, PEG-100
Stearate, Polypeptide 153, Albumen, Cetearyl Glucoside, Phenylethyl
Resorcinol, Dipeptide Diaminobutyroyol Benzylamide Diacetate,
Dimethicone, Carbomer, Mica, Titanium Dioxide, Disodium
Distyrylbiphenyl Disulfonate, Potassium Chloride, Polysorbate 20,
PEG-8, Triethanolamine, Aluminum Hydroxide, Aluminum Chloride, Aluminum
Benzoate, Disodium EDTA, Sodium Phosphate, Trisodium Phosphate,
Butylene Glycol, Phenoxyethanol, Methylparaben, Propylparaben,
Isobutylparaben, Butylparaben, Ethylparaben