London - Beauty is in the eye of the beholder, we’re told. But if you’d rather take the matter into your own hands – and have got deep pockets – then science could be able to help.
A new anti-ageing serum claims to use individuals’ DNA to produce a personalised regime with impressive results.
Geneu (pronounced ‘gene-you’) reduces fine lines and wrinkles by up to 30 percent within three months, according to clinical trials. The academic behind the technology – Professor Chris Toumazou – has worked on technology such as the cochlear ear implant and the wireless heart monitor.
The product makes use of his latest invention, a device that can sequence DNA in 30 minutes without the need for lab work. Staff take DNA strands from a cheek swab and inject them into a microchip. This shows whether they degrade collagen at a normal, fast or slow rate, depending on mutations in a particular gene. A similar result is given for antioxidants.
After the short consultation, customers leave with two creams tailored for their specific genetic make-up. The catch is the £600 (about R10 800) fee for the check-up and a two-week supply of the serum. After that there is a £300-a-month charge for fresh supplies.
Professor Toumazou described the product as a move towards “skin health rather than skin care”. He told the Sunday Telegraph: “You are giving your body exactly what it metabolises. This is the future of medicine – to make sure people get the right dosage and concentration of drugs.”
Dr Maria Karvela, a scientific adviser at Geneu, said: “As soon as I heard about the microchip I wanted to be part of it. It really is cutting-edge science.” - Daily Mail