Skin cancer rates continue to climb despite reports in the overall decrease of sun exposure during peak sun hours and record rates of sunscreen usage. While sunscreen is promoted as the number one protection of choice, the EPA (Environmental Protection Agency) has stated that sunscreen is not enough: "....by themselves, sunscreen might not be effective in protecting you from the most dangerous forms of skin cancer.....sunscreen only protects from SOME of the sun's UV radiation".1
WHAT CAUSES AGING AND SKIN CANCER?
UV radiation as well as oxidative damage are the key contributors to skin cancer and aging. Oxidative damage a.k.a. free radical damage is a way of basically saying sun, smoking, overeating, stress, fast food, lack of sleep, pollution and bad lifestyle choices can cause us to rust like a car sitting out in the elements too long.
BUT WHAT ELSE CAN WE DO?
The NIH (National Institute of Health) has reported that reducing oxidative damage (free radical damage) could be the key to anti-aging. 2 What does this statement mean? It means that scientists believe and have confirmed that eating foods high in antioxidants (and adding antioxidants topically) make cells stronger against factors that cause skin cancer and aging. Antioxidants are free radical scavengers that add an electron to a cell that needs it keeping the cell healthy and balanced.
MANY cosmetic companies advertise they have "antioxidants" or even "powerful antioxidants" in their formulas. This marketing can be confusing and even misleading for the consumer since presently any company can advertise these claims. Most of these "antioxidant" claims are unsubstantiated. The FDA does not verify claims before a cosmetic product or supplement goes to market. The Natural Skincare market has struggled for many years with the same confusing marketing issues when it comes to "natural and organic" beauty products.
TESTING FOR ANTIOXIDANTS
One group decided to come up with term EPF (Environmental Protection Factor), similar to SPF, but the problem with EPF is the actual formulas are not being tested. Only the specific raw materials being added to the formulas in very small amounts are being tested for antioxidants. Consumers might actually be confused as to how much of that material is really being added to the formula. EPF is a nice concept, but there is no scientific community acceptance of EPF and at this time EPF only appears to be used to promote an ingredient in cosmetic products.
Since consumer education and transparency have been cornerstone values to Liquid Gold's creator Mary Schook, she decided to enlist Brunswick Labs, the leading research, analysis, and technology laboratory involved in the science of antioxidants to test the actual Liquid Gold Cell Quench formula (not the raw materials that goes into it) to find out the true antioxidant measurements in Cell Quench's serum (ORAC score). The ORAC 5.0 is the most comprehensive antioxidant test in existence based on the most widely accepted testing methodology. Cell Quench scored 66.85 on the ORAC 5.0.
COSMETIC HISTORY IS MADE
What does this score mean? ORAC 5.0 testing is the most widely accepted testing for antioxidants used in the scientific community. ORAC 5.0 testing may be in its inception for cosmetic formulas, but ORAC 5.0 testing is a way for cosmetic companies to actually quantify the antioxidants in their formulas (not just a raw material) using sound science. ORAC 5.0 is also a way for the consumer to compare the antioxidant properties between formulas that claim to have powerful antioxidants (just as a consumer may compare SPF numbers on a sunscreen*). Leave it to Liquid Gold chemist and creator Mary Schook to pioneer another innovation that helps consumers enhance their lives through health and beauty.
Liquid Gold is campaigning to educate consumers to become more aware that sunscreen just isn't enough. Eating a diet rich in antioxidants and applying products with antioxidants in the end might just help slow the appearance of aging.*