People who have used it not only love it but are buying it again and again and again... racking up huge repeat sales at the cosmetic counters of high-end department stores. So what in the world is all the excitement about?

The new "wonder" potion is called Idebenol (pronounced e-deb-in-all), from prestige skin cream developer Sövage Dermatologic Laboratories. But why are cosmetic "insiders" betting that Idebenol will not only make you look years younger but will breathe new life into a maturing (some would say "stagnant") cosmetic industry? Well, it’s surely not Idebenol’s less-than-spectacular (some would say rather plain) pale green and white packaging. Nor is it the fact that Idebenol touts itself as a "Facial Anti-Oxidant". Let’s be real; anti-oxidants are nothing new. So why is everyone so excited?

Idebenol is a topical antioxidant that helps reduce the appearance of fine lines and wrinkles and improve skin elasticity/firmness. But Idebenol’s powerful antioxidant helps to protect your skin from further damage, like wrinkles, dryness, and thinning skin, by protecting skin cells from the damage caused by free radicals - cell damaging molecules that are created by exposure to pollutants, smoke, and other environmental factors, including UV light. So Idebenol not only helps skin look better now, it also helps limit further damage.