The product comes in a serum form with 24-carat gold dissolved into the formulation, allowing tiny particles to dissolve more effectively into the skin. Companies such as MAC have long since benefited from decorative aspects of gold particles in colour cosmetic products, such as eye shadows. However, Beiersdorf has now followed the advice of medical practitioners and have introduced it into the new La Prairie skin care product. The gold is thought to have numerous healing qualities that Oriental cultures have long been aware of. Building on this Beiersdorf have developed its latest skin care formulation, claiming that the gold particles impart a radiance that is incomparable with regular skin care products. The Cellular Radiance Concentrate Pure Gold liquid product is made up of quartz and liquid crystals, whilst containing light-reflecting pigments that give 'an added effect' and complement the healing properties of the gold extract. In order to inhibit the loss of collagen and elastin fibres, and therefore preserve elasticity and firmness in the skin, the gold extract is suspended in colloidal gel that penetrates the skin instantly. According to the company the product is so intense one drop of the serum will aid the reduction of wrinkles and will lighten pigment and age spots - thus targeting the fast-expanding anti-aging market, driven by the lucrative baby boomer generation. The La Prairie division of Beiersdorf, based in Switzerland, is solely driven towards the anti-aging market, suggesting that its state-of-the-art range of cellular complexes give unrivalled treatment for consumers wanting younger looking skin. Anti-aging products are predicted to continue leading the market, with an annual growth rate of 11.3 per cent expected by 2010 - one of the highest growth rates for the whole cosmetics industry.