Amatokin anti-wrinkle treatment hits US stores

The product is being readied for launch at Bloomingdales in New York, one of the first stores to stock the much heralded StriVectin treatment, which has since developed in to one of America's most popular anti-aging treatments. First mooted for launch in 2005, its maker, Salt Lake City-based Voss Laboratories, claimed that the product was almost never got to market, following raised eyebrows from various bodies and individuals opposing the stem-cell technology it incorporates. However, the company says it has overcome initial opposition, leading to its exclusive launch in Bloomingdales, where it is priced at $173 for a one month supply. "Controversy is nothing new for Amatokin,"​ said Heather Hurst, spokesperson for Voss Laboratories. "At one point it looked as if Amatokin would remain underground and never be launched. The product was such a hot point of contention that we simply did not want to be part of a needlessly bitter debate,"​ she added. Hurst went on to explain that some scientists had said that the use of stem-cell technology to make people appear younger was mere vanity, trivializing important medical research that could be used to help fight a range of serious diseases and disabilities. Likewise, the treatment also courted controversy over the supposed exploitation of endogenous skin cells rather than laboratory created skin cells. "Amatokin activates the potential of our inherent, adult stem-cell reservoirs in skin to help rejuvenate the skin,"​ said Richard Wells, Ph.D. and R&D specialist for Voss Laboratories. "In so doing, Amatokin provides the consumer with a serious anti-aging topical cosmetic that comes with 15 years of scientific research, including extensive laboratory and clinical data,"​ he added. "As we age, stem-cell utilization for rejuvenation of aged or damaged skin functions less efficiently until, with age, stem-cell utilization becomes significantly reduced. However, even when reduced, age and damage cannot diminish the potential that nature has given us to utilize these inherent stem-cell reservoirs for rejuvenation... given the proper environment." ​ The makers claim that Amatokin is the first product to highlight the expression of stem cell markers in the skin to reduce the appearance of serious wrinkles, resulting in a non-invasive breakthrough in anti-wrinkle treatment. As the product goes to market in the next week or so, robust sales are expected as consumers race to try out the new product. Whether or not the product proves effective will only be known if they return for repeat purchases.