A natural spring water from the Lake District has been shown to help reduce the appearance of wrinkles in women aged 24-43 by an average of 24% in a ground-breaking study using objective measurements for the very first time.

The eight week study set out to investigate whether drinking water really is good for the skin. It uniquely used a state of the art camera and software analysis system to measure the improvements objectively, rather than relying on human interpretation of the results.

Half of the 53 men and women who completed the study were asked to drink 1.5 litres of Lake District Willow Water a day, while the other half were given another leading premium brand of bottled water. Neither cohort knew which water they were consuming.

The Canfield VISIA camera and software system was used at the start and the end of the study to provide objective and repeatable facial skin evaluations.

The independent doctors analysing the results after eight weeks found an average 20% reduction in the appearance of wrinkles across the entire study. Significantly, in-depth statistical analysis showed that, among women in the key 24-43 age group, those drinking Willow Water saw an average 24% reduction in appearance of wrinkles. Those drinking the placebo water saw a reduction of 19%.

It is widely felt that further investigation into the findings could help put an end to the long running debate over whether drinking water is actually good for the skin. As a result, discussions are ongoing with a leading British university to carry out further investigations into the effects of drinking Willow Water.

Dr Thornton MacCallum, of Cotswold Medical Aesthetic, was the principal clinical investigator on the study, which was commissioned by Willow Water.

He said: “It’s clear from the VISIA data that regularly drinking water can promote more youthful looking skin and can improve the skin’s appearance, particularly in the case of wrinkles. In the key target group of women between the ages of 24 and 43, it also appears that drinking Willow Water has an even greater impact.”

“The trial was double-blind and placebo-controlled and the state-of-the-art VISIA complexion analysis system provided very clear readings before and after the water consumption took place. The ability of the software to analyse people’s skin and, in the case of wrinkles, their length, depth and quantity was a key element of the trial. The results certainly merit further exploration.’’

Co-investigator on the study, Harley Street doctor Peter Ashby, FRCS, said he had been surprised by the difference in the Willow cohort’s skin when he analysed subjects’ complexions.

I must admit I was sceptical when I was first told about the study – I thought it was going to be a waste of time but in all honesty I was amazed that those drinking Willow Water did see an extra improvement in their wrinkles,” he said.

At this stage it is hard to say why the changes came about. What is known about the water is that Willow naturally contains a unique blend of minerals and nutrients, including calcium and salicin.

The spring where Willow Water is sourced rises where vast forests of white willow trees once grew on Cartmel Fell. The trace salicin comes from the willow bark.

Willow Water’s Managing Director, Clwyd Price-Jones, said they had commissioned the trial following an independent open study on 150 women in 2009. In that study more than 70% of subjects reported improvements in their skin after drinking 1.5L of Willow a day for six weeks.

We’ve known for a long time that Willow Water can have an amazing effect on the skin, based on testimonials from thousands of regular drinkers who have noted positive changes to their complexions. We receive emails, phone calls and letters on a daily basis from customers who genuinely believe it has changed their lives and, although we didn’t launch Willow Water into the marketplace until 2003, it traces its roots back to the 12th century when the spring’s restorative properties were discovered by Augustinian Monks. We’re really pleased that these initial findings seem to back up our anecdotal evidence and we’re looking forward to spring, when we should have the next set of results,” he said.

The company is currently considering whether the results of this and follow up research will be submitted to the Food Standards Agency for consideration to be included in the list of permitted health claims allowed by the European Commission.

Results from an exhaustive market research initiative undertaken by Willow Water earlier this year have been launched today – and it’s positive news all the way for Willow, consumers and, of course, our retail partners.

The key findings of the research reveal:

Over 7 out of 10 women said that drinking Willow Water had positive effects on their well-being. 5 in 10 women felt happy with their skin condition by the end of the trial compared to only 1 out of 10 at the beginning of it Willow markets itself under the banner of natural beauty water – now we have conclusive evidence that our proposition stands up to scrutiny.

Willow Water spokesman Clwyd Price-Jones comments: “The unique properties of our water source have been known to Lake District locals for centuries. Now this controlled study clearly highlights the positive effect of swapping other bottled waters or tap water for Willow to achieve clear, radiant, beautiful skin.”

It wasn’t only the skin enhancing benefits of Willow that caught our triallists’ attention. They loved the taste, and were ready to switch to Willow from their usual bottled water brands.

• Almost 9 in 10 participants said that they liked the taste of Willow Water
• 7 out of 10 said that they preferred Willow Water to other bottled water
• Over 8 in 10 said they would purchase Willow Water in the future

These findings, together with our research marketing campaign push means there’s never been a better time to stock Willow.

As well as being a totally natural and complexion boosting beauty water which will deliver benefits for most regular drinkers, the detailed research exercise also revealed that Willow can have rapid impact on problem skin:

• 2 in 3 women with dry skin at the start of the trial felt their skin condition had improved by the end of it
• 5 out of 6 women who considered their skin condition to be oily at the start of the trial reported improvements
• Of those suffering acne prior to the trial, 3 out of 4 reported improvements
  Half of those suffering from spots and blemishes noted visible improvements by the end of the trial
• Why would these women drink any other type of water other than Willow?

Assessing the research findings, cosmetician and lifestyle expert Armand Beasley says: “The results of the survey are truly amazing. I have been working in the beauty industry for years and have come across many so-called ‘miracle’ products that claim to improve and clear complexions but none can claim to do what Willow Water is proven to actually do. It’s clearly the salicin which is working the magic. What’s more, it’s doing it naturally, and at a fraction of the cost of high street branded skin treatments!

“Women spend millions of pounds on cosmetic preparations every year in pursuit of perfect skin, but this research suggests that they can achieve the same results simply by being selective over the type of water they drink, particularly if it contains this wonder nutrient, salicin.”

For the first time ever Willow has been able to draw a distinct link between the unique, natural, salicin based formulation of Willow Water and its positive complexion boosting effect when consumed on a regular basis.

Salicin has been used for centuries as a natural homeopathic treatment for a variety of ailments, and can be found today in a number of proprietary skin treatment creams and preparations, specifically because of its anti-inflammatory properties and its ability to help prevent pores clogging up.

Seasonal Skin Care TipsTalking of which, Willow’s make up adviser Armand Beasley has devised a useful guide to making sure skin is hydrated and looking luminous over the harsh winter months, and this story is the focus of a Willow Water press release to beauty journalists this month.

Armand’s advice includes regular exfoliation, ditching the face wipes, using tepid rather than cold water to splash the face, and of course, keeping hydrated with Willow Water. It’s all part of ensuring that Willow Water becomes part of a natural – and low cost – beauty regime.

Willow Water is beginning to earn new fans in media circles, with positive comments reaching our ears. Check out these views from leading national journalists:

Natasha Aitken, editor of glamour.com and vogue.com:

“I am hooked. It’s lovely water, easy to drink and I’ve noticed a huge improvement in my skin. My friends tell me my skin glows and nothing else will do now!”

Stephanie Maylor, beauty editor, Fabulous magazine:

“The water is enjoyable and easy to drink. I’ve noticed a huge improvement already and have only been drinking Willow for a short time.”

Sophie Beresiner, beauty editor, Look magazine:

“The results I’ve seen so far from drinking Willow are very impressive. I have to closely guard my samples in the office as the other girls are keen to grab a bottle from my desk!”

Up the Creek!Keen eyed viewers may have noticed Willow Water’s TV drama debut over the festive period, with a guest appearance in the Jonathan Creek ‘The Grinning Man’, broadcast on BBC 1 on New Year’s Day.
In the first Jonathan Creek episode in five years, attracting around 9 million viewers, illusionist and super sleuth Creek is called in to solve unexplained events in a vast Gothic house, following several disappearances inside a gloomy old attic known as ‘The Nightmare Room’.

Willow Water received its curtain call in, wait for it, a hospital scene – glad to see we’re known for our health promoting properties even when we’re off duty!

Willow Water has just completed 69 regional radio website competitions with entrants winning a six weeks supply of Willow Water to undertake the Willow Challenge. The competition format was based around our Christmas ‘pre-tox’ message, and attracted a high level of interest and response.

Radio station web sites are drawing increasingly large audiences as producers multiplatform, and it’s estimated that the Willow competition attracted over XXX million hits over the months of November and December. Ga Ga indeed!