23-carat cream: new product advocates beauty benefits of gold
The skincare treatments containing particles of gold raise the interest in precious metals as beauty enhancers. Using gold on the older skin can slow the ageing process and brighten the complexion. Historians claim ancient Egyptian queen Cleopatra slept in a gold mask.
And now a new treatment which contains particles of 23 carat gold claims to make you look young again. The Hydration Gold moisturiser, priced at €46 for 15ml, had a waiting list of 5,000 before it hit the shelves this month, and Boots sold all of its stock in just eight hours.
The gold product claims to boost the production of collagen, the protein which increases skin’s firmness.
“The main benefit of including 23 carat pure gold is its ability to instantly create a sheer veil of radiance on the skin that is often lost through age. Gold particles can also benefit the skin by triggering and boosting the collagen replenishment cycle in the skin,” explained a Hydration Gold representative.
The Hydration Gold moisturiser follows a trend for ever more luxurious beauty treatments, such as using caviar, diamonds and pearls.
The benefits of gold have been explored by brands like Guerlain, whose L’or Radiance Concentrate was a cooling gel infused with 24-carat gold.
More: daily mail