Nora Ephron once said, “Our faces are lies and our necks are the truth. You have to cut open a redwood tree to see how old it is, but you wouldn’t if it had a neck.”
She could have easily expanded this to include the often-ignored chest or, for a more delicate turn of phrase, the décolletage.
And I know of what I speak as I’m now of the age where sleeping on my side nets this very fragile area a mini Jackson Pollock of tiny lines and wrinkles.
That’s why I was keen to try Soke, the cool, new, innovative treatment created by Amy Newman Brown, a beauty-biz insider who’s been obsessed with skincare since she was 12.
Amy, now in her 50s, saw a hole in the market not only for a chest treatment that was effective, but also easy to use. “The romance of taking time for yourself is often overstated today,” she told me. “Of course, we’d all love to sit back and have the spa experience but to be able to multi-task and still ‘treat’ yourself and your skin is a huge bonus. Soke is skincare for those who can’t sit still or have to always be on the go.”
I love its patent-pending hydrogel. Forget messy, drippy sheet masks – Soke stays put. Amy says, “You can wear it under clothes while getting ready or running an errand.”
I peeled the heart-shaped (so cute) treatment away from its foil package, applied and settled in to proofread for 30 minutes – see, I can multitask!
It was a bit tingly at first – I have sensitive skin – but that subsided and when I removed it half-an-hour later (no need to rinse), the results were amazing. The little lines were gone and my skin looked firmer but I think I loved it most for its toning effect – my chest looked remarkably less pink, more ivory and even-toned.
I called Amy to tell her about my glowing results and she wasn’t surprised. “I want customers to know that Soke has clinical objectivity,” she says. “All of the claims and benefits of Soke have been tested with specific instruments and scientific techniques in performance-based clinical trials.” When I pressed her for more details, she revealed that all participants said their skin felt softer and smoother and 90% (!!) said lines and wrinkles were less noticeable.
What is getting noticeable is Soke itself. Amy debuted it on QVC last month and has just launched the Soke website. “I hope Soke will have a wide audience – it is suitable for all genders and all skin types,” she says. Feel-good factor: Soke is never tested on animals and is made without phthalates, fragrance, dyes, sulfates or parabens. And I love its trademarked tagline of, “Soke, Don’t Mask.”
Before hanging up, I asked Amy if she has a mantra. “I’m not sure if I have an actual one, but I do have a song that always plays in my head: ‘Let’s Get Loud.’ The lyrics – you gotta do it, you gotta do it your own way, you gotta prove it, you gotta mean what you say – speak volumes to me.”
Amy does it her own way, proves it and means it and I think that Soke is going to get very loud.
www.sokebeauty.com
