Health-science and technology company, Afexa Life Sciences Inc., may be recognized for pioneering evidence-based natural medicines that empower people to achieve their health potential – as confirmed by the global success of its product line which includes COLD FX, CELL-FX, IMMUNITY-FX, MEMORY-FX, and REMEMBER-FX – but a new beauty and confidence booster?
While the FX brand has helped to combat common ailments such as common cold and flu symptoms, bone and joint pain, and mental fogginess, the company has set its sights on championing yet another everyday dilemma (and so frequently taboo) – cold sores.
Ready to revolutionize over-the-counter, at-home remedies yet again with their latest development, COLD SORE-FX, Afexa and High Road Communications hosted an exclusive “Mix, Mingle & Makeup” event on Tuesday, April 19th at the C5 Lounge where the finished product was unveiled to select guests. The Scene’s Janelle Watkins and Jasmine Yeung were there and enjoyed a lovely evening of cocktails, scrumptious h’ors d’oeuvres and received an education on the pervasive yet often misunderstood condition.
- Cold sores are small, painful, fluid-filled blisters or sores that appear on the lips, mouth or nosed and is caused by the virus, Herpes Simplex 1, a cousin of Herpes Simplex 2, which causes the well-known sexual disease
- Cold sores ARE NOT a sexually transmitted disease (STD)
- There is no cure. Once infected, the virus remains in the body for life. However, after several years, some people will become perpetually asymptomatic and will no longer experience outbreaks, though they may still be contagious to others.
- People are most contagious when they have active blister-like sores. Once the blisters have dried and crusted over (within a few days), the risk of contagion is significantly lessened.
- On average, people who get cold sores have 2 or 3 episodes a year
- Common triggers of flare-ups: cold weather, fatigue, mental or physical stress, sunlight or sunburn
Shrouded in stigma and continually perceived with the misconception as a condition passed on intimately, Afexa’s mission lies in changing perspectives and reeducating both sufferers and non-sufferers on what causes cold sores and how to best treat and cover up flare-ups. Surely, the Edmonton-based company has the science down, but in beauty know-how, celebrity hair and make-up artist and television personality Paul Venoit was on hand to share beauty tips to help beleaguered sufferers face forward rather than downward in embarrassment.
Aside from being all natural the main appeal of the product will be its ability to reduce flare-ups by 4 days – from 10 to 6. It will also provide a proactive, on-going treatment option. Currently available drug store remedies are only effective when used within the first hour of a prodrome – the unusual sensations felt around the lips in the 24 hours before blisters appear, including tingling, burning, pain, or numbness. Unlike most viral infections, cold sores are not completely eliminated by the body’s defenses and thus the condition is often recurring. COLD SORE-FX can be used at anytime in a person’s cycle. When applied to the lips the product works to nip outbreaks, soothes lips and can be worn under makeup.
Enter the man, Paul Venoit. Paul, an industry veteran who may be best known to Canadians from his appearances in Star Network’s Look-A-Like series where normal Joes and Janes are, for a day, transformed into celebrity lookalikes.
A self-declared COLD-FX loyalist, Paul shared some trade secrets on how to best cover-up those unpleasant sores. Reiterating the long-standing adage of “less is more”, Paul stated that upon applying COLD SORE-FX, the product absorbs into the lips and provides a smoother base upon which lip color may be applied. Paul shared that concealer may be used to aid in color correction and advised that light shades of color be used over reds and bright pinks. The focus should be brought up, away from the lips, rather, one should take the opportunity to play up those eyes or with the craze over extensions, lashes.
Janelle and Jasmine took a moment to speak with Paul about his thoughts on the new innovation. After recalling that, “Photoshop”, was the resounding answer he received from fellow industry professionals on how they approached cold sores, Paul declared that he has been waiting for a product like COLD SORE-FX to hit the market. While Paul has worked with such A-list celebrities such as, Jennifer Lopez, Taylor Swift, Pamela Anderson, and Kate Moss among countless others, certainly not all of us have the luxury of being represented by adjusted editorial glossy versions of ourselves. In fact, regular cold sore sufferers may resort to cancelling plans, or calling in sick from work. Paul affirmed that COLD SORE-FX is a real solution for real women.
While not present at Tuesday’s event, Afexa’s Chairman and CEO Jack Moffatt has said of the new development: “Every year approximately 20 per cent of Canadians get cold sores, yet statistics show that only about seven per cent buy a cold sore remedy. We believe cold sore sufferers who try this product will be won over by its effectiveness. As was the experience with COLD-FX, we believe word-of-mouth and an effective product will allow us, over time, to penetrate and expand the market. This product has been clinically proven to shorten the healing time and relieve the pain associated with cold sores.”
Expected to hit stores in Summer 2011, COLD SORE-FX certainly has the potential to shed some much-needed light on the highly stigmatized condition and changing how men and women approach the care and treatment of cold sores. Now that’s something to smile about!