Superserum

My editor friends will probably laugh at me for
being impressed by this: I got the usual press folder,
and in lieu of the accompanying CD/DVDs of
product info and images, this time there was
a bowl of USB sticks one could dip into.

Speaking of my affinity for many things European, I recently went to the US launch of BioEffect at The Library in the superposh SoHo House New York. The Iceland-bred "magic" serum is touted as "a next-generation serum that improves the appearance and health of your skin by encouraging the the skin to repair its own cells."

Now, having been a full-time beauty editor, I've gone to countless beauty events. Hence, exactly why these days, I tend to shy away from parties and nighttime shenanigans (and why you'll never get me to go to Happy Hour anywhere and for whatever reason). I'd much rather hop on the train home straight from work, or head to yoga class and find an excuse to indulge in a bowl of Japanese ramen post-session.

Anyway, back to this new skincare find, I did manage to RSVP for BioEffect, without knowing that the publicists were based in London and that the phenomenal product took 10 years to develop in Iceland. What sets the serum apart from others in the market are the following two key points:

EGF is grown inside barley seeds—planted in pure volcanic pumice—
in this geothermal-energy-powered greenhouse.

1) The active ingredient is Epidermal Growth Factor (EGF), "a substance which occurs naturally in human skin and has the ability to speed up the rate of cell turnover." Now, before you get totally freaked—like I tend to with certain products, for example, that have the word "placenta" in them (not this one though)—the EGF in BioEffect is developed inside and extracted from barley seeds in state-of-the-art greenhouses. According to the brand's press release, "Producing EGF in plants, rather than in bacteria or animal cells, is very important to get an active, clean, and stable EGF [that is] suitable for a highly effective skincare product."

"Barley seeds act like mini-factories for the production of human-like EGF cellular activators."

2) The tiny bottle of potent serum contains only nine ingredients: glycerine, aqua, sodium hyaluronate, tromethamine, alcohol (less than 0.9%), calcium chloride, sodium chlodride, Hordeum Vulgare seed extract, EGF (transgenic barley SH-Oligopeptide-1—all clearly labeled in the packaging. This is great news if you're looking to streamline and simplify your beauty routine. And, when using BioEffect, all you need are two to four drops for the face, eye area, and neck.

The only possible drawback is the price tag: $210 (which includes the cost of shipping to the U.S.). Is it worth the investment? Ask me in a month's time. For now, if you'd like to read up further on the brand and this product, check out BioEffect.com and BioEffect.co.uk.

This photo (of the greenhouse) makes me want to go to Iceland.
The country currently has a population of about  318,452!

Beach Glamour in the Hamptons

DAY 4
of the 30-Day Blog Challenge

Singer Deborah Cox serenades the crowd at the Benefit Luncheon

before the Beach Glamour event.

What better way to kickstart my first weekend back in New York than a trip to East Hampton, in no less than Lily Pond Lane—home to industry bigwigs and celebrities like Martha Stewart (sigh), Billy Joel, and Jerry Seinfeld.

Beach Glamour in the Hamptons was one of two events—the other being a benefit luncheon—held on June 26 at the Reginald F. Lewis estate in honor of the late business tycoon, lawyer, and the first African American billionaire. Mr. Lewis had paved the way for other men of color brought up in "tough" environments to excel in the fields of business and law.

I was fortunate enough to have been invited to assist in some PR and publicity work for the event, thanks to Carissa Villacorta who chaired the evening's festivities. I was also honored to meet the every gracious and delightful Mrs. Loida Nicolas-Lewis, who has continued her husband's lucrative business ventures and philanthropic efforts (funds raised at Beach Glamour have been given to the RFL Museum in Baltimore).

The unbelievably gracious, Mrs. Loida Nicolas Lewis (wife of the late Reginald F. Lewis), and
O, The Oprah Magazine editor-at-large Gayle King.

I have never met anybody so warm and genuinely accommodating as Mrs. Lewis; I was so impressed by how engaged she was in every conversation from lunch until way past dinner—on her feet and welcoming all the hello's while expressing heartfelt thank-yous like nothing I've ever witnessed before. Truly amazing. Consider me a Loida groupie. If in my life I ever reach that status of wealth and influence, I would very much like to emulate her. When one is blessed, one must be generous not just with money but also with non-quantifiable resources such as time, empathy, and effort.

Now, no words can fully express how beautiful and breathtaking the estate was, so let me show you photos to tell the rest of my weekend story :)

The RFL Beach Glamour evening programmes.


The sprawling RFL estate in East Hampton.


One goes out the patio/backyard and sees this.

The canopied cabana set-up in the backyard.

We were all on our feet for most of the day, but, this was a fun breather for us to pose and smile.
From left to right: Michelle Newson of Onederland Events, moi, publicist and project chair Carissa Villacorta, KasalNY's Lyna Larcia-Calvario, and PR assistant Genevieve Santos.