Mixed Vibe is mixed up: I have just stumbled upon Aquacurrentscience.com by P&G; I also did a quick research on aquaporins at wikipedia, but neither the website nor wikipedia reveal how easy it is for a product (Panthene, Olay, and Secret, for instance) to have any effect on aquaporins as to improve moisture in hair and skin claim. Can my favorite nerds (hope i’m not insulting anyone) give me a good explanation on the mechanics behind Aquacurrent science and how it affects aquaporins as to induce greater results when it comes to hydrating skin and hair?
The RIght Brain responds:
Actually, MV, we revel in our Nerdness, so certainly no insult there!
All about aquaporins
If you looked it up on Wikipedia, then you already know that aquaporins are proteins that selectively conduct water molecules in and out of the living cells. So what does this technology have to do with beauty products for skin and hair? Very little, as far as we can tell. Aquaporins transport water across membranes of living cells but the outer layers of skin (which are effected by moisturizers) and the cuticle layer of hair (which is effected by conditioners) are composed of dead cells that do not contain aquaporin channels. It seems like P&G recognizes this too because if you read their claims carefully you’ll notice they avoid any direct technical connection to aquaporins. What they actually say is that aquaporins “inspired” Aquacurrent Science.
P&G’s Aquacurrent Science
Take a look at exactly what they say about Aquacurrent science:
It’s a deep understanding of moisture movement to help replenish and enrich the healthy-looking beauty of your skin and hair. It’s understanding that there’s more to moisturizing than just ‘locking’ it in. Here’s your dictionary word for today: ‘Aquaporins.’ These are the skin’s natural gateways that let water flow into millions of thirsty cells. The discovery of Aquaporins and how they channel water has created a big buzz in the science world. It’s also inspired P&G beauty scientists to continue research into how moisture moves where it’s needed in skin and hair. Understanding how you can move moisture where your body needs it isn’t rocket science. It’s Aquacurrent Science.
Do you see what we mean? They never say “our products affect the way aquaporins work.” Here’s a closer look at what they say in each of their Aquacurrent science brands:
Help control the movement of water in and out of your hair, and help prevent breakage.
Any good conditioner will do this, especially if it contains silicone which helps form a barrier that seals the hair shaft.
Skin-conditioning benefits inspired by Aquacurrent Science.
Key word: inspired.
Olay:
Olay Quench Deep Moisture Channel moisture deep into the skin’s surface with powerful Olay moisturizers.
“Deep into the skin’s surface” is the critical catchphrase here. The surface of skin doesn’t contain the kind of cells that contain aquaporins. So this is just another, albeit clever, moisturization story.
The Beauty Brains bottom line:
As you can see when you look carefully at the claims, P&G is not saying anything that can’t be supported with basic hair and skin care product technology. Aquacurrent science is a clever hook but it doesn’t appear to represent any breakthrough in beauty care involving aquaporins. Now it’s time for our standard disclaimer: if P&G has research showing that their Aquacurrent science technology works better than “regular” technology, we’ll be glad to write another post sharing that information with our Beauty Brains community.
What do YOU think? Does this kind of technical story appeal to you as a consumer or does it just feel like more marketing hype? Leave a comment and share your thoughts with the rest of the Beauty Brains community.
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COSSH chemical regulations apply to dihydrogen monoxide (oxygen(II) dihydride) equally as they do to other substances hazardous to health. Be advised that small children can die when exposed to even small quantities of this killer compound. If it comes into contact with skin or eyes you should rinse with copious amounts of H20 distillate and seek medical attention.
Dihydrogen monoxide, eh. Cute.
thank you for the insights and cost savings
As a consumer who just stumbled onto your site thanks to the shout-out in today’s New York Times — love it. To answer your question: I’m a pretty deeply skeptical consumer and a “technical” marketing pitch doesn’t woo me, just sounds like they are trying to blind me with “science”.
Whatever it is, it works brilliantly, and for this eczema sufferer, the body ribbons stuff is the only thing that has successfully moisturized my skin to a noticeable degree. And what matters, at the end of the day, is results. Whatever they’re doing, it’s life-altering. (As anyone who suffers from eczema so badly they put cancer causing medication that burns skin and has a black box warning on it can tell you. I even get it on my eyelids.)
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