Tuesday, August 23, 2011

Using pomegranate for skincare

Here’s a skincare alternative to cosmetic surgery, which combines nature and science to deliver positive results.

IN THIS age of Botox, chemical peels and plastic surgery, Rodial, a British skincare, body care and slimming brand, offers an attractive alternative to going under the knife. Its founder, Maria Hatzistefanis, created Rodial after determining a gap in the skincare market between natural but ineffective products and scientific products with too many chemicals. The former beauty writer was inspired to deliver a range which combined nature’s power with science.

“I was a freelance beauty writer for teen magazine Seventeen while pursuing my degree in English Literature at the University of Athens in Greece in the 90s. I realised there were many generic products in the market. There wasn’t a serious skincare range which offered targeted treatments for specific skin concerns such as age spots, wrinkles and body problems including cellulite and stretch marks,” said Hatzistefanis during her stopover in Kuala Lumpur to promote the Rodial line of products.

The North London-based company carries the tagline “nature science skincare’ whereby scientific expertise and clinical testing are combined with nature’s ingredients to deliver positive results on the skin.
Greek philosophy: ‘Rodial’s inspiration comes from Greece where I grew up watching my grandmother create facial creams using olive oil, pomegranate juice and beeswax,’ says founder Maria Hatzistefanis.

“We combine state-of-the-art technology with the best nature has to offer. If we have an option, we often pick natural ingredients instead of synthetic extract. Our products do not contain paraben preservatives,” said Hatzistefanis, who co-founded the company in 1999 with financier husband, Stratis Hatzistefanis.

Rodial delivers treatments to specific skin concerns by combining some of the best anti-ageing and firming ingredients. All Rodial products feature pomegranate ellagic tannin, nature’s potent collagen booster, antioxidant and firming agent.

Interestingly, Hatzistefanis’ grandmother’s homemade skincare concoctions played a vital role in her setting up the company.

“Rodial’s inspiration comes from Greece where I grew up watching my grandmother create facial creams using olive oil, pomegranate juice and beeswax.

“Pomegranate, which is rodi in Greek, is known for its antioxidant quality, and is a detoxifier and free radicals buster. Hence, the name of the brand. I decided to focus on pomegranate as it has three times the antioxidant capacity of green tea and grapeseed. We developed pomegranate ellagic tanin and incorporated it into all our products,” said the 40-year-old Greek entrepreneur, who quit her job at financial company Salomon Brothers to start up the company.

When Hatzistefanis first started, she concentrated on personal care products like shower gels and creams. In 2005, she extended her brand by launching slimming products, which she swears was one of the best moves ever made.

“In 2005, I had just delivered my second child and had cellulite around my tummy. Since surgical procedures didn’t sound appealing, I worked with my lab officers in creating slimming cream Tummy Tuck – a product to break down stubborn fat cells around the abdominal area. Its launch in 2006 was phenomenal and our business soared to a different level,” recalled Hatzistefanis, who hails from the Greek island of Mytilini.

With the growing customer base, Hatzistefanis went on to launch a range of skincare, body, tanning and slimming supplements.
Rodial products do not contain paraben preservatives.

According to her, the slimming range is one of her best-selling products.

“Slimming supplements is a growing trend because it enables people to enhance their skin and body externally and internally. Our Crash Diet smoothies and sticks are high protein diet programmes which help boost metabolism, speed up fat burning and drain away water retention. It contains green tea, green coffee and guarana extract which help burn calories,” said the olive-skinned Hatzistefanis, who has two sons.

Rodial’s popularity further escalated after it sponsored the Glamtox day and night skincare creams for the 2007 after-Oscars party. The creams, which combine daily hydration with wrinkle plumping agents, became the talk among Hollywood celebrities. Once news hit the streets, products (purchased by popular Hollywood stars) were snapped up by women across the globe.

“It was simply amazing when we received thank you notes and queries from celebrities. This got customers excited and it worked out well for us,” said Hatzistefanis, who added that Rodial is the preferred choice for Angelina Jolie, Paris Hilton, Jennifer Aniston, Kim Kardashian, Beyonce Knowles and Sienna Miller.

While the cult beauty brand may have attained a huge following amongst Tinseltown’s A-listers, Hatzistefanis isn’t resting on her laurels and is forever pushing boundaries.

When Rodial launched its Glamoxy Snake Serum range last year, it created a frenzy and became its fastest-selling product. The ground-breaking oxygenated and viper-inspired serum contains syn-ake, a neuro-peptide that mimics the mild Botox-like effects of the Temple Viper’s potent venom. This range retails from RM390 to RM700.

“Syn-ake relaxes expression lines and lifts face, freezes muscles and plumps fine lines and wrinkles. It also contains pomegranate ellagic tannin, one of nature’s most potent collagen booster and firming agent. The serum’s wild success has resulted in the formulation of two extensions – Snake Serum Pen and Mask,” she said.

Heralded as the new “botox in a bottle”, the glamorous alternative to surgery is a hit with Tinseltown darlings Victoria Beckham and Kate Bosworth.

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