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Clearing the Air G.M. Collin products "contain an oxygen complex that increases the oxygen consumption by the cells," says the company's director of education, Karen Asquith. She continues, "This is beneficial to the skin on two counts: Since the propionibacteria that causes acne is anaerobic (meaning it's unable to survive in oxygen), having more oxy- gen in the cells makes the propionibacteria unable to proliferate. In addition, greater oxygen consumption by cells leaves less oxygen available to form free radicals that damage the skin." Another form of delivery is the use of a supersaturated liquid, in which oxygen is dissolved into the carrier ingredient—usually water. "Through this process, we're able to have water act as a delivery feature to get the oxygen into the skin," says Gerry Merz, president and CEO of Oxygen Pur, whose patented, oxygen-infused water system and skin serums "work on the same principle as medication patches. Oxygen is transferred into the solution in a supersaturated, nonbubbling state, while other gases, such as nitrogen, are removed." In a May 2012 study by Stacey A. Reading and Maggie Yeoman published in the Canadian Journal of Physiology and Pharmacology, test subjects had their feet soaked in supersaturated oxygenated water to test how well skin absorbed the oxygen. Researchers found that the PskO2 (the oxygen found in the skin) and the tissue oxygen index were significantly higher in skin exposed to supersaturated water than in skin exposed to normal tap water. CONVINCING CLIENTS The result of these oxygen treatments is enhanced cell regeneration, leading to often-dramatic and immediately visible differences in appearance. "I would comfortably say that oxygen facials are twice as effective as a standard European facial," says Heidi Lamar, owner of The Lamar Everyday Spa in Scottsdale, Arizona. "Clients see immediate benefits, and those benefits are cumulative. The length of time that this has been a popular service among clients speaks to its effectiveness." Unfortunately, it's often this very longevity that can discourage clients from choosing it. "The biggest challenge in selling oxygen therapy facial services is the tendency to believe that because it's an older service, it isn't as effective—in other words, if isn't the newest treatment available, it isn't fantastic," says Lamar. "But oxygen facials are something you can feel confident recommending to your clients. I've never seen a bad reaction to them." dayspamagazine.com/freeinfo • Use FreeInfo #29 64 DAYSPA | DECEMBER 2013 Amy E. Hamaker is a Canyon Country, CA-based freelance writer and editor, and principal of AEH Editorial.