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J. Cosmet. Sci., 61, 279–288 (July/August 2010) 279 Wild Plum: Novel particles of improved optical brightness and fl uorescence JORDAN GROATHOUSE, HOMAR BARCENA, CASEY GUSTAFSON, MARK V. WILSON, DAVID J. SYMONSBERGEN, KERRY A. LUCAS, and ANDREA E. HOLMES, Doane College, 1014 Boswell Avenue, Crete NE 68333 (J.G., C.G., M.V.W, D.J.S., K.A.L., A.E.H.), and Department of Physical Sciences, Kingsborough Community College, 2001 Oriental Boulevard, Brooklyn, NY 11235-2398 (H.B.). Accepted for publication March 16, 2010. Synopsis A novel compound named Wild Plum fl uoresces blue, and has been synthesized to camoufl age skin imperfec- tions, addressing the market demand for an anti-aging product. Wild Plum imparts optical brightness and fl uorescence and can be used as an ingredient in cosmetic formulations. Skin appearance before and after ap- plication of Wild Plum compounds demonstrated an improved appearance of skin including a decreased number of wrinkles. When added to makeup, lotions, creams, and powders, Wild Plum conveys the glow of healthy youthful skin, replacing other costly or invasive alternatives such as cosmetic surgery. INTRODUCTION CURRENT MARKET SITUATION Cosmetics are personal and highly valued consumable goods. They are critical to a per- son’s identity, helping to create or accentuate beauty and youthfulness. As generations of savvy consumers age, products for concealing age spots, wrinkles, and fl aws continue to grow in demand. In response to this need, sales of cosmetics are growing at a 5% yearly pace to $265 billion USD globally and $50 billion in the U.S. (1). Sales of anti-aging skin care products and treatments are growing steadily at approximately 30% a year (2). This demand is driven by aging baby boomers who want to reduce and/or eliminate wrinkles and by younger people hoping to prevent signs of aging. Our team created a technology that has direct applications to target this market. A report entitled “New Beauty for New Consumers 2009” speaks directly to consumers’ desires for Address all correspondence to Andrea E. Holmes.