What you don't know about P&G Aquacurrent Science

I'm one of those people who not only likes to know the real deal about most things (ie, not the hype) but also I'm a believer in giving credit where credit is due. So when I started to look behind the all-out promotional blitz for Procter & Gamble's Aquacurrent Science, I couldn't help but dig a bit to find out about this Nobel Prize-winning technology.

And here's what you should know: A gentleman by the name of Peter C. Agre (at right) received the Nobel Prize for Chemistry in 2003 for his discovery of the aquaporin water channels.

You won't find Mr. Agre's name on the P&G site--or excuse me, you will but it's only as a footnote reference--but you will find this about aquaporins:

The Nobel Prize-winning discovery of aquaporins, proteins consisting of tiny micro-channels embedded in the skin cell walls underneath the skin's surface, is providing scientists with a new and better target to retain and enhance moisture in the skin.

Aquacurrent Science, inspired by the discovery of aquaporins, is the basis of unique product formulations that utilize the natural properties of water to help move moisture where it's needed for the best possible results.

"As human beings we are water in motion.  Sixty percent of our body is water; 70 percent of our brains; 90 percent of our lungs.  The ability to channel and use water with the best possible methods...will be fundamental to creating long, healthy and vibrant lives."  Glen Hiemstra, founder of Futurist.com

If you're interested in more about Peter Agre and his ground-breaking work, check out this link at NobelPrize.org.

And please, the next time you buy or use one of these Procter & Gamble skin care products, remember Peter Agre...

 Olay Regenerist Deep Hydrating Mousse Cleanser

 Olay Regenerist Reversal Treatment Foam