New Anti-Aging Skincare Collection from…FUJIFILM?

Looks like Japanese photography brand, Fujifilm, is taking  the tagline “get rid of wrinkles in a flash” quite literally!

Using their experience with photo film technology, Fujifilm claims to have discovered that the collagen used in photography can erase wrinkles on our face.

According to Fujifilm, a special collagen call Pico-Collagen can penetrate the skin through gaps between cells, restoring the skin’s youthful suppleness and elasticity. This same collagen is also used in photography to stop old photographic images fading. The natural ingredient in the product is astaxanthin — a pink pigment found in shellfish and salmon — and is believed to protect the skin from ultraviolet light.

Fujifilm’s new anti-aging skincare collection called ASTALIFT, will help boost skin tone and protect the skin from harmful ultra-violet sun rays.  Astalift products all contain an antioxidant called astaxanthin – a pink pigment found in shellfish and salmon.Scientists from research groups in Europe, America and Asia have recognised astaxanthin as more effective at reducing the damage caused by ultraviolet rays than CoQ10 – the antioxidant co-enzyme that is commonly used in anti-ageing treatments.

Already introduced to China and other Southeast Asia countries in 2011, Astalift is set to launch in France in February, followed by other European countries.