Godiva revolutionized the skin whitening market with the successful launch of a new generation of skin whitening line. Godiva Licorice Skin Whitening products have been met with tremendous customer satisfaction. People are now asking: "What mystical potion is licorice? Why is it so effective?"

The miracle ingredient is explained in the following:

What is licorice?
Licorice is a plant native to parts of Europe and China. Its root extract has been used for hundreds of years, as tea and as flavoring.

How was licorice discovered for skin whitening?
In the early '90s, Japanese scientists isolated certain compounds in licorice useful for skin care. Glabridin was identified as a powerful skin whitening ingredient, glabrene as an anti-oxidant as strong as natural Vitamin E, and licochalcone as highly effective anti-acne ingredient which controls sebum production and wipes away bacteria. Licochalcone is also a mild sunscreen effective against the UVA & UVB rays of the sun.

How does licorice whiten skin?
How does licorice whiten skin? The glabridin in licorice whitens by suppressing the formation of melanin, the pigment responsible for skin discoloration. Over time, the old layer of the pigmented skin is replaced by whiter, creamier skin.

What is so different about Godiva Licorice?
The combination of science and nature makes Godiva Licorice the most effective skin whitening line in the market today. Godiva uses only purified licorice with the highest glabridin content (40%)-a product of the latest, state-of-the-art Japanese isolation and purification technology.

Why use purified licorice?
There are only minute quantities of glabridin in licorice extract. The challenge is to isolate glabridin and concentrate it consistently to create a powerful skin whitener. With advanced technology, Godiva has come out with a new generation of skin whiteners.

How effective is Godiva Licorice for skin whitening?
How effective is Godiva Licorice for skin whitening? Purified Godiva Licorice is 10 times more powerful than Vitamin C (PMG), 16 times more effective than hydroquinone, and 30 times more active than melawhite and kojic acid.

Does this mean Godiva Licorice Skin Whitening Products work fast?
Really fast! Clinical trials of licorice on Filipino skin by independent teams of dermatologists showed that there is noticeable skin lightening in as early as 7 days* in 55% of the subjects. Other skin whiteners can only claim initial effect after 3-4 weeks. *1996 Report on "Double-Blind Controlled Clinical Trial of Licorice in Whitening Skin among Filipinos." And 2002 Report on "Double-Blind Clinical Trial Comparing the Effect of Purified Licorice to 4% Hydroquinone in the Treatment of Melasma."

How about safety? Are there possible side effects?
Licorice is absolutely safe. It has been used for hundreds of years as food additive and flavoring. And even better proof is its acceptance by the Japan Food and Drug Administration (FDA) as a quasi-drug (treatment cosmetics) safe for long-term use. Japan FDA is well known to have stricter product registration requirements than even the European and American FDAs. The Philippine Bureau of Food and Drug (BFAD) has also approved Godiva licorice after local clinical trials showed no incidence of irritation, allergy or redness.

Do you have a regimen for skin whitening?
For overall lightening, follow these simple steps:

What can you recommend for underarm discoloration?
Aside from friction, dark underarms are caused by allergy to heavy fragrances, alcohol and chemicals in deodorants. To lighten darkened underarm, cleanse every night with Godiva Licorice Transparent Whitening Soap. Then apply Godiva Licorice Skin Whitening Cream. On mornings, apply Godiva Licorice Whitening Anti-perspirant/Deodorant. Let dry before getting dressed up. All three products are fragrance-free and alcohol-free.

Does Godiva contain the same level of licorice as the pricey designer brands of skin whitening products with licorice?
Licorice is THE preferred active ingredient in most high-quality brands of skin whiteners. Godiva uses only purified licorice at the same level and potency as that used in the clinical trials of licorice on Filipino skin by the independent teams of dermatologists-wherein results were visible in as early as 7 days. We are not aware if the more expensive brands use the same level of licorice. But we are certain that no other brand has claimed faster results than Godiva.

I like using astringents but my face has become very sensitive and irritated after using one with hydroquinone and tretinoin. Is there any other option?
Astringents containing hydroquinone and tretinoin can cause sensitivity and irritation. Plus, the alcohol in astringents strips your skin of its natural oils, making your skin even more sensitive. Instead, cleanse your face with a mild soap like Godiva Licorice Whitening Transparent Soap. Follow with Godiva Licorice Skin Whitening Astringent if your skin is normal to oily; or the alcohol-free Godiva Licorice Skin Whitening Toner, if your skin is prone to dryness. Godiva Licorice Skin Whiteners do not contain hydroquinone or tretinoin and produce no harmful side effects.

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