Vitamin Retailer December2013 : Page 32

The latest anti-aging knowledge and products help aid consumers in their quest to stay youthful. By Janet Poveromo T he search for longevity and the Fountain of Youth are hardly new, and are, in fact, increas-ing. Gene Bruno, director of category management with Twinlab Corporation in New York, noted that, according to Nutrition Business Journal : • American consumers spent $340 million on supplements to help them age well in 2011, posting a 3 percent increase over the previous year. • Sales growth of supplements target-ing cognitive health and mental acuity climbed 7.4 percent in 2011 to reach $580 million. “We are seeing continued tremen-dous growth for the anti-aging market,” added Jessica Mulligan, vice president of sales and marketing with California-based NeoCell. “Modern science has made it possible for people to live longer, and now it’s up to people to live longer, younger. This means taking bet-ter care of ourselves in a preventive way, instead of the traditional Western medicine route of reactive care. With this new realization, we are seeing a surge in formulas that prevent wrinkles, prevent bone loss, prevent joint degra-dation, etc.” For supplements, anti-aging prod-ucts are leaders, according to Adina Mayerhoff, product development man-ager with Florida-based Life Extension. “Products like coenzyme Q10 (CoQ10) and resveratrol can’t easily be con-sumed in food, so supplementation is 32 VITAMIN RETAILER a necessity,” she pointed out. Renewal Tried-and-true ingredients for anti-aging have seen regeneration with new deliv-ery forms and products to meet con-sumer demand, as well as reflecting top scientific research. NeoCell recently introduced several products that deliver the anti-aging benefits of the company’s bioactive col-lagen in new and exciting delivery sys-tems. “Our Beauty Bursts collagen soft chews are packed full of anti-aging nutrients in an all natural, delicious soft chew,” said Mulligan. “These new deliv-ery systems are an answer to ‘pill fatigue’ that many consumers are reporting having.” Retailer Tushar Patel, owner of Summit Health Shoppe in Summit, NJ, said the Beauty Bursts have experi-enced an excellent launch with his clien-tele. “Our customers are very educated and they are asking for the product,” he said. “I’ve had a good response and a lot of repeat customers on it. They taste good, the customers like the chewy delivery system and they get results.” All of NeoCell’s formulas focus on supporting the body’s collagen systems, which is one of the most fundamental things a person can do to stave off the many signs of aging, Mulligan added. “Although abundant in our youth, the body’s natural collagen production slows at a rate of 1.5 percent per year after the age of 25. As collagen produc-tion slows, collagen fibers in the body become brittle and begin to break down, resulting in many of the telltale signs of aging such as wrinkles, tendon injuries and joint pain.” Mulligan pointed out that collagen makes up about 25 percent of all pro-tein in the body and is found in skin, bones, muscles, hair, nails, ligaments and tendons. • 75 percent of skin is collagen types 1 & 3 • Tendons are 100 percent collagen types 1 & 3 • Ligaments are 86 percent collagen types 1 & 3 • Joint cartilage is 60 percent colla-gen type 2 “Collagen protein serves two main functions in the body: structure and regeneration,” she added. “It is the pri-mary structural component for all tis-sues in the body, providing the strength and resilience typically associated with youth, beauty and wellness. And colla-gen aids in regenerating and forming new tissue: it forms the basis for either rock hard bone or soft, pliable skin.” Other exciting anti-aging news is the study of telomeres—their shortening has been linked to the aging process. Twinlab offers Age-Defense Telomere Multi, a once daily multivitamin formu-lated to provide antioxidant protection against premature cellular aging and contains clinically tested nutrients that WWW.VITAMINRETAILER.COM ■ DECEMBER 2013

Stopping The Clock

Janet Poveromo

The latest anti-aging knowledge and products help aid consumers in their quest to stay youthful.<br /> <br /> The search for longevity and the Fountain of Youth are hardly new, and are, in fact, increasing. Gene Bruno, director of category management with Twinlab Corporation in New York, noted that, according to Nutrition Business Journal:<br /> <br /> • American consumers spent $340 million on supplements to help them age well in 2011, posting a 3 percent increase over the previous year.<br /> <br /> • Sales growth of supplements targeting cognitive health and mental acuity climbed 7.4 percent in 2011 to reach $580 million.<br /> <br /> “We are seeing continued tremendous growth for the anti-aging market,” added Jessica Mulligan, vice president of sales and marketing with Californiabased NeoCell. “Modern science has made it possible for people to live longer, and now it’s up to people to live longer, younger. This means taking better care of ourselves in a preventive way, instead of the traditional Western medicine route of reactive care. With this new realization, we are seeing a surge in formulas that prevent wrinkles, prevent bone loss, prevent joint degradation, etc.”<br /> <br /> For supplements, anti-aging products are leaders, according to Adina Mayerhoff, product development manager with Florida-based Life Extension. “Products like coenzyme Q10 (CoQ10) and resveratrol can’t easily be consumed in food, so supplementation is a necessity,” she pointed out.<br /> <br /> Renewal <br /> <br /> Tried-and-true ingredients for anti-aging have seen regeneration with new delivery forms and products to meet consumer demand, as well as reflecting top scientific research.<br /> <br /> NeoCell recently introduced several products that deliver the anti-aging benefits of the company’s bioactive collagen in new and exciting delivery systems. “Our Beauty Bursts collagen soft chews are packed full of anti-aging nutrients in an all natural, delicious soft chew,” said Mulligan. “These new delivery systems are an answer to ‘pill fatigue’ that many consumers are reporting having.” <br /> <br /> Retailer Tushar Patel, owner of Summit Health Shoppe in Summit, NJ, said the Beauty Bursts have experienced an excellent launch with his clientele. “Our customers are very educated and they are asking for the product,” he said. “I’ve had a good response and a lot of repeat customers on it. They taste good, the customers like the chewy delivery system and they get results.” <br /> <br /> All of NeoCell’s formulas focus on supporting the body’s collagen systems, which is one of the most fundamental things a person can do to stave off the many signs of aging, Mulligan added. “Although abundant in our youth, the body’s natural collagen production slows at a rate of 1.5 percent per year after the age of 25. As collagen production slows, collagen fibers in the body become brittle and begin to break down, resulting in many of the telltale signs of aging such as wrinkles, tendon injuries and joint pain.” <br /> <br /> Mulligan pointed out that collagen makes up about 25 percent of all protein in the body and is found in skin, bones, muscles, hair, nails, ligaments and tendons.<br /> <br /> • 75 percent of skin is collagen types 1 & 3<br /> <br /> • Tendons are 100 percent collagen types 1 & 3<br /> <br /> • Ligaments are 86 percent collagen types 1 & 3<br /> <br /> • Joint cartilage is 60 percent collagen type 2 <br /> <br /> “Collagen protein serves two main functions in the body: structure and regeneration,” she added. “It is the primary structural component for all tissues in the body, providing the strength and resilience typically associated with youth, beauty and wellness. And collagen aids in regenerating and forming new tissue: it forms the basis for either rock hard bone or soft, pliable skin.” <br /> <br /> Other exciting anti-aging news is the study of telomeres—their shortening has been linked to the aging process. Twinlab offers Age-Defense Telomere Multi, a once daily multivitamin formulated to provide antioxidant protection against premature cellular aging and contains clinically tested nutrients that May help maintain telomere length, which in turn helps to protect DNA, according to Bruno.<br /> <br /> “Telomeres are regions of DNA at the ends of our chromosomes. These telomeres protect the genetic data, which enable our cells to divide,” he explained. “Telomeres have been compared to the plastic tips on shoelaces because they prevent chromosome ends from fraying (losing their base pairs). Each time a cell divides our telomeres get shorter, which makes maintaining telomere length important to help protect DNA. Maintaining the proper functioning of our DNA is important to support overall health and wellbeing. Age-Defense Telomere Multi provides key nutrients which may help maintain telomere length as we age, which helps protect DNA.”<br /> <br /> This formula also provides key antioxidants, which may help to reduce Uvinduced skin aging and may help improve some measures of youngerlooking skin. The addition of B vitamins helps to support some measures of healthy memory performance in older adults, as well as energy production, Bruno added.<br /> <br /> Another Twinlab new product is Skin Within, a convenient, once daily supplement that nourishes the skin with a clinically tested combination of astaxanthin and CoQ10 to support healthy skin from the inside out, including a reduction in fine lines and wrinkles. Astaxanthin, a carotenoid similar in structure to beta-carotene that has significant antioxidant activity, has been clinically tested using diagnostic tools and dermatologists’ observations to significantly reduce fine lines and wrinkles, improve the moisture content of dry skin, and significantly improve skin elasticity. A daily serving of Skin Within delivers 4 mg of astaxanthin, the same serving used in a six-week human clinical study, Bruno noted.<br /> <br /> “This revolutionary formula also contains CoQ10, which helps to utilize oxygen as part of its important role in cellular energy metabolism,” Bruno said. “Research has also shown that CoQ10 functions in a number of other beneficial ways including free radical scavenging. Levels of CoQ10 naturally decline with age; the addition of this antioxidant to Skin Within provides yet another powerful tool in support of healthy skin.<br /> <br /> Meanwhile, Life Extension’s new noncaffeinated energy and brain products have recently been shown to enhance vitality and cognition, strong concerns with the aging population.<br /> <br /> “With a brand name Life Extension, our entire line is designed to slow down, even reverse the aging process, and support healthy aging. Consumers are not as concerned about aging, as long as they age gracefully and do not decline in health,” said Mayerhoff.<br /> <br /> She added that research has been focusing on nutrients and other factors that positively and negatively affect genetic expression. “Environment and nutrition impacts how DNA controls our cells, programming cells and tissues to work well or develop disease. This research is still in its infancy, with new breakthroughs announced daily. Life Extension focuses on the nutritional research to provide cutting edge antiaging and health promoting scientifically based products.” <br /> <br /> Easy Anti-Aging <br /> <br /> How can older people adjust their diet and supplement regimen for anti-aging and longevity?<br /> <br /> Life Extension’s Mayerhoff said the amount of CoQ10 (used in mitochondrial energy production) produced by the body declines as we age, so supplemental ubiquinol is highly suggested by anti-aging experts. She noted that animal studies found marked anti-aging effects in mice consuming ubiquinol over control animals.<br /> <br /> Further, digestion and absorption of nutrients can slow down as the body ages, partly due to decreased production of enzymes and gastric juices. “Hormonal declines, especially in menopausal women, are typically linked with sluggish digestion and elimination. To compensate for these changes, supplemental B vitamins, zinc, fiber, prebiotics and probiotics are suggested,” she said, noting to combat age-related Sarcopenia, which is catabolism of lean muscle mass, daily protein drinks are a good idea. “Calcium, vitamin D, vitamin K and magnesium are also essential components to support aging bones, keeping calcium out of the blood vessels and deposited in the bone matrix.” <br /> <br /> “The good news is daily consumption of a beer, wine, coffee, tea, a square of dark chocolate and eating a delicious variety of fruits and vegetables are all associated with longevity,” added Mulligan. “The better news is supplements can extend life and enjoyable function. Vitamin B12 supplementation, for example, prevents brain shrinkage; resveratrol stimulates the production of SIRT1, an enzyme best know for it's life extension properties; and hydrolyzed collagen keeps bones strong, joints pain free and promotes youthful hair, skin and nails.” <br /> <br /> Youthful Appearance <br /> <br /> Not only is aging on the inside of concern, so is aging on the outside. “Think of the three Rs—replenish, restore, rejuvenate,” said Life Extension’s Mayerhoff. “Aging skin needs restorative nutritional support and increased capabilities to attract and retain moisture. Wheatderived plant ceramides have become a new daily addition to supplement regimens by thousands of women who notice improved skin moisturization and elasticity. After all, who doesn’t want to look younger and feel younger?” <br /> <br /> “The old news is calorie restriction for longer life,” said Mulligan, adding that new research indicates the branched chain amino acids (BCAAs) leucine, isoleucine and valine found in whey can offer the longevity benefits of calorie restriction ... without the deprivation.<br /> <br /> “Collagen Sport, marketed as a recovery drink for athletes, might also be the ideal anti-aging drink,” she said. “Collagen Sport has the anti-aging benefits of whey, and also the beauty and health benefits of collagen 1 and 3 ... for lifted face, luxurious hair, stronger nails and glowing skin.” <br /> <br /> Choosing Products <br /> <br /> Like many other natural product stores, Leesburg, VA-based For Goodness Sake Natural Foods’ anti-aging products consist of a general selection of collagen, antioxidants and super foods. While there’s no specific section in the store devoted to the category, Mulligan said that is something retailers should consider. “When selecting anti-aging products for their stores, since its such an exploding category, retailers should incorporate a designated anti-aging set,” she said. “Most retailers’ antiaging supplements are in sections like antioxidants, hair, skin, nails, etc. It might serve to help the customer to know there is one designated area for all their anti-aging needs.” <br /> <br /> For specific products, Bruno suggested that retailers look for those whose formulations are based upon human, clinical research, not in-vitro or animal research. “Products should be based on real science, not marketing science.” <br /> <br /> Mayerhoff agreed. “As with any category, retailers should look for products that are backed by science to ensure validity, that contain clinical-trial potencies of key ingredients to ensure efficacy, and that contain high-quality raw materials from trusted sources.”<br /> <br /> Collagen Studies<br /> <br /> NeoCell offered what the company considers the most notable recent health studies and reports of interest on anti-aging:<br /> <br /> • Collagen & Skin <br /> <br /> Choi SY, Ko EJ, Lee YH, Kim BG, Shin HJ, Seo DB, Lee SJ, Kim BJ, Kim MN. Effects of collagen tripeptide supplement on skin properties: A prospective, randomized, controlled study. J Cosmet Laser Ther. 2013 Oct 16.<br /> <br /> “We investigated to evaluate the effect of daily collagen peptide (CP) supplement on skin properties… Conclusions: Daily CP supplementation may improve skin hydration and elasticity…”<br /> <br /> • Collagen & Joints <br /> <br /> Bruyère O, Zegels B, Leonori L, Rabenda V, Janssen A, Bourges C, Reginster JY. Effect of collagen hydrolysate in articular pain: a 6- month randomized, double-blind, placebo controlled study. Complement Ther Med. 2012 Jun;20(3):124-30.<br /> <br /> “Evaluation of the efficacy and safety of a food supplement made of collagen hydrolysate 1,200 mg/day versus placebo during six months in subjects with joint pain at the lower or upper limbs or at the lumbar spine … At six months, the proportion of clinical responders to the treatment, according to VAS scores, was significantly higher in the collagen hydrolysate (CH) group … No significant difference in terms of security and tolerability was observed between the two groups…This study suggests that collagen hydrolysate 1,200 mg/day could increase the number of clinical responders (i.e. improvement of at least 20 percent on the VAS) compared to placebo.”<br /> <br /> • Collagen & Bones<br /> <br /> Takeda S, Park JH, Kawashima E, Ezawa I, Omi N. Hydrolyzed collagen intake increases bone mass of growing rats trained with running exercise. J Int Soc Sports Nutr. 2013 Aug 6;10(1):35.<br /> <br /> “We examined the effects of 11 weeks of HC intake and running exercise on bone mass and strength in growing rats…The present study demonstrated that moderate HC intake (where the diet contains 20 percent protein, of which 30 percent is HC) increased bone mass during growth period and further promoted the effect of running exercise.”<br /> <br /> Testing Telomeres<br /> <br /> Atelomere is a region of repetitive nucleotide sequences at each end of a chromatid, which protects the end of the chromosome from deterioration or from fusion with neighboring chromosomes. Evaluation of telomere length is an indicator of how rapidly they are aging relative to a normal population. Increases in telomere loss may point to an increase in immunoproliferation (a disorder in the immune system), inability to handle oxidative stresses or progression of chronic disease and metabolic abnormalities.<br /> <br /> Nichole Herms, marketing/technical researcher with Texas-based SpectraCell Laboratories, said the company was the first to commercialize the testing of telomeres, which, she said, is a great test for overall aging and a good measure of the overall aging process.<br /> <br /> “This is an exciting test, but it’s for people willing to take the extra step,” she explained. With a cost of $290 that isn’t covered by insurance, it can be prohibitive, and is mostly used by antiaging and geriatric medical practices.<br /> <br /> Herms explained that the first time the test is done, it measures the person compared to others in their age group. The first test can be considered a baseline where patients are compared to others, and later, the test compares them against themselves. “There are cases where there are major changes in telomeres. If telomeres shorten rapidly, it raises the question why,” she added.<br /> <br /> According to Herms, there are three responses to the information provided by testing:<br /> <br /> • First Group: High telomere attrition rate may be attributed to smoking, overweight, not exercising or lifestyle change.<br /> <br /> • Second Group: The person is doing everything right and telomeres are good.<br /> <br /> • Third Group: The person is doing the right things, but their telomeres are shorter than expected. They may be living a healthy lifestyle, but may have a micronutrient deficiency.<br /> <br /> SpectraCell’s micronutrient testing is even more exciting for anti-aging, said Herms. “This test is much more mainstream. A doctor will see a patient, correct a deficiency and see results.” <br /> <br /> Traditional serum tests, done by companies such as Lab Corp or Quest Diagnostics, don’t check absorption by cells, Herms noted. Rather, they check the static level of certain nutrients in blood, and assume everyone needs the same amount of the nutrient.

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