Long before it became an iconic global beauty must-have, Liquid Gold began life as the brainchild of Michelle Doherty, director and owner of Australian professional skincare brand, Alpha-H. Having suffered with a debilitating skin condition throughout her teens and 20’s Michelle began a quest to develop a product which – instead of acting as a temporary Salve or quick fix – would actively challenge the skin from within; forcing it to function more effectively and delivering powerful natural ingredients to target every key skincare issue – from signs of ageing and sun damage to acne and pigmentation.
Refusing to compromise on her vision of a product that could bridge the gulf between the cosmetic counter and cosmetic surgeon, Michelle turned to groundbreaking dermatologist research into the benefits of Glycolic Acid, a naturally occurring organic acid which, when combined with a low pH delivery system, triggers increased Fibroblast activity, helping to spike the skin’s own production of Hyaluronic Acid and Collagen: to deliver a smoother, firmer, brighter, much more hydrated complexion.
As Michelle honed and perfected her creation through a series of prototypes, the only thing which escaped her was a name which could suitably encapsulate this anti-ageing lightning bolt in a bottle. When she heard a friend, a fellow beauty industry professional, was considering Botox, Michelle impulsively asked her to try the product first and the very next morning the feedback was unequivocal. “That stuff is amazing” her friend enthused… “It’s Liquid bloody Gold…!”
A fifteen-year love affair was born…
In 2015, Alpha-H celebrates the fifteenth anniversary of this now iconic Australian product with a year-long multimedia campaign: the ‘Liquid Gold Love Affair’. Reflecting the worldwide impact of Liquid Gold, the celebrations have a distinctly global flavour: with Liquid Gold Cocktail Parties for key press, retailers and online beauty bloggers in Europe and Sydney; features and subscription offers in the pages of the world’s premier beauty magazines; whilst in London, a fleet of iconic black taxis will be re-wrapped and transformed into Liquid Gold Cabs.