Not since their vibrating mascara has a Lancome product gotten as much hype as their Lancome ‘Genifique’ Youth Activating Concentrate ($78). The elixir has ten years of research behind it so there’s good reason for the commotion. It’s the first product inspired by genes (hence the name ‘genifique’), and it has seven international patents. That said Genifique looks, in consistency, like most other anti-aging serums. I’ve been using it for the last four weeks – applying 3 drops on my face and neck after cleansing with my Clarisonic and before moisturizing. There is no burning or tingling sensation, but you will feel instant tightening which to me translates into a dry feeling hence my moisturizing afterward. This isn’t a magic serum that will totally rid you of your lines, but it will definitely make them less noticeable and it won’t take long to notice the effect. The product is said to stimulate the production of the proteins associated with young skin and while I’ll never understand the mechanics of that, given that I don’t have too many lines on my face it’s easy to see when a product is helping lighten them and this definitely did (again I have only been using this for four weeks, but already after the second week I noticed that my skin was smoother and brighter). Plus the application process is quick and easy — no muss, no fuss!