The Power Of Soy Inside And Out

While soybeans have been around
for centuries, alternative uses for this Asian food have just begun to be
discovered by scientists. Consumption of soy has quadrupled over the past
15 years(1), a response to research that shows its potential benefits in
reducing cholesterol and hot flashes as well as preventing osteoporosis.
Soy has also become a popular ingredient in skincare, thanks to AVEENO(R),
the company that first harnessed the skin-soothing components of soy.
Today, AVEENO(R) is the leader in ACTIVE NATURALS(TM), including soy-based
formulas designed to improve skin's tone, texture and radiance.


"In an age of injectable wrinkle solutions and laser skin rejuvenation,
many women are turning back to nature for a less clinical approach to
beauty," said Cheryl Burgess, M.D. "In fact, botanicals and other natural
ingredients have gained credibility among dermatologists for their proven
efficacy and soy is at the top of that list."


Discovering the Power of Soy


For years it was observed that workers in Asia who handled soybeans
regularly had the unexpected side benefit of especially smooth, even-toned
hands. As AVEENO(R) scientists studied the composition of soy, they were
able to identify the specific components responsible for improving skin's
texture and tone. In 2000, AVEENO(R) introduced the first soy-based product
line in mass outlets. The Total Soy Complex is processed by a special
proprietary method which maintains the integrity of the soy in a form that
can produce benefits to the skin. This complex, found only in AVEENO(R)
products, is the first formula to maintain the integrity of soy in a form
that can help the appearance of skin.


"Clinical and scientific studies both show that soy works to reduce
blotchiness and discoloration by evening out the appearance of pigments
within the skin's surface," said Dr. Burgess. "Soy proteins can also work
to moisturize skin and reduce the appearance of fine lines. Overall, soy is
an especially appealing ingredient for women who want an all-natural,
simple beauty routine without compromising effectiveness and quality."


One natural element that can ruin any beauty routine, however, is the
sun. Jessica Wu, M.D. recommends that everyone use a facial moisturizer
with optimum sun protection that also includes UVA range, in order to
protect against sun damage, photo aging and skin discoloration from daily
sun exposure.


With this in mind, AVEENO(R) recently introduced POSITIVELY RADIANT(TM)
Daily Moisturizer with SPF 30. This new formula features patented,
innovative technology that's been shown to deliver twice the level of UVA
protection and maintain it over time. According to a clinical study by a
leading dermatologist, the combination of Total Soy Complex and SPF 30
improved blotchiness, increased skin luminosity while improving the
appearance of fine lines and wrinkles. It also provides adequate sun
protection from sun-induced photo damage while providing lasting protection
in the UVA range. In fact, many women noticed improvements in skin tone and
brightness in as little as one week.


"If natural ingredients are important to your lifestyle, look for
skincare products that have a proven history of using science to deliver
the benefits of nature," said Dr. Wu. "Look for companies that have a
heritage in working with soy, oats, botanicals -- and make sure to use the
most effective sun protection available." For more information about
AVEENO(R)'s soy products, visit brightenyourday.


About AVEENO(R):


AVEENO, one of the brands of the Johnson & Johnson Consumer Products
Company, is the leader in ACTIVE NATURALS(R), harnessing the power of
natural ingredients like oatmeal, soy and feverfew to improve the health
and beauty of skin. Recommended by dermatologists and pediatricians for
over 60 years, AVEENO is committed to identifying new natural technologies
and developing breakthrough product formulations clinically proven to
deliver real skincare benefits. The AVEENO line includes skincare products
for face, body, baby, lip, sun protection and itch relief. For more
information about the AVEENO brand and its product offerings, visit:
aveeno.


1. Rand, W.M., et al. (2003). Meta-analysis of nitrogen balance studies
for estimating protein requirements in healthy adults. Am J Clin Nutr,
77:109- 127.


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