It's a collaboration between Elizabeth Arden and Allergan, the pharmaceutical company that's licensed to make Botox, but it's got nothing to do with freezing your face.

Instead, Prevage, which is marketed under its own name and sold on standalone units in Brown Thomas stores nationwide, contains an active ingredient called idebenone that works a particular magic.

Idebenone is used in the medical world to preserve organs between transplants, and has phenomenal powers to fight free radicals and help the skin (our biggest organ) tackle the ageing process.

Prevage was launched in the US before Christmas, and is now available in Ireland, retailing at 199.

And while test results have proved to be positive, the most impressive results are the ones you see when the product is applied to your own face. Within 15 minutes, skin looks healthier, more luminous, with a more even tone and texture.

And by seeing this for yourself (staff will let you try the product while shopping, so you can return to perhaps purchase once the effects kick in), it's an instant seller.

On a longer timescale, fine lines diminish, age spots fade and skin elasticity improves. One doesn't like to use the words miracle cream, but Prevage is pretty remarkable.

Well worth testing, this first Prevage face product is no doubt the start of a full range, to be developed and launched over time.