The Wonder of It All

By Tom Branna, Editorial Director | April 3, 2013

New line from Bob and Suzanne Grayson.

For decades, Suzanne and Bob Grayson have told beauty executives how to run their business. Now, the husband-and-wife team is taking some of their own advice as they introduce a new skin care line that, they insist, will revolutionize the anti-aging category.

Whether it was through their consultancy, newsletters, conferences or trade shows, the Graysons offered a world of advice to beauty industry executives about how to improve their products and their marketing messages. Now, they’ve packed all of that knowledge into 7 Days of Wonder, a new skin care line that is said to address 27 signs of changing skin by solving two key problems that all skin care regimens face.

“There are two inherent problems with current skin care formulas,” explained Suzanne Grayson from the couple’s apartment in New York City. “One, there’s not enough room in the formula to put in a sufficient amount of effective ingredients. Two, after three months, the skin accommodates the formula and the results are greatly diminished.”

Suzanne Grayson Bob Grayson
The 7 Days of Wonder regimen eliminates those problems because the seven individual formulas contain different ingredients at different concentrations to remain effective and to keep working when other formulas fail, according to the Graysons. They call their breakthrough concept Rotation Skin Therapy, and it is based on two concepts. First, the body accommodates intrusions. Over time, continued use of the same product (whether it’s skin care, liquor, sleeping pills, antibiotics, etc.), does not deliver continuing results, so the body accommodates, and gets used to it.

Second, the math doesn’t work. The Graysons note that every creamy lotion starts off with usually 60-70% water as the formula base, which is then mixed with oils to create a smooth-feeling emulsion. The heart of every product is how the emulsion is composed and balanced. Ingredients such as film formers, preservatives, emulsifiers and stabilizers add an additional 10-15% of the base formula. Only when that portion of the formula is complete, can the formulator add the active ingredients, each one ranging from 2-5% based on the suppliers’ clinical tests. The problem is that there isn’t much room left, according to the Graysons.

“Most skin care formulas have a problem with arithmetic,” insisted Bob Grayson. “You can only have 100% and most formulas are at least 60-70% water. By the time you add other ingredients like preservatives and emulsifiers, there’s very little room left for active ingredients.”

But the formulas that make up the 7 Days of Wonder skin care regimen have plenty of room for active ingredients, the Graysons maintain. And by varying the formulas, skin cannot acclimate to a particular product.

As one might suspect by the name, the 7 Days of Wonder line includes seven different formulas, each to be applied twice daily on a different day of the week. Each formula has its own color tube, that’s marked with the day of the week as well as promising a different benefit:

Monday—Refining, smoothes and resurfaces;
Tuesday—Reversing, softens likes and wrinkles;
Wednesday—Refirming, lifts and firms;
Thursday—Renourishing, silkens and hydrates;
Friday—Reviving, energizes and radiates;
Saturday—Retoning, lightens, evens and brightens; and
Sunday—Renewing, protects and repairs.

The colorful 7 Days of Wonder line is available online at www.7daysofwonder.com.

The One and Only

According to the Graysons, with regular use, no other skin products are needed, as 7 Days of Wonder satisfies all the needs for a day and night crème or lotion, a serum, and an eye and neck crème. When these seven formulas are used on a daily rotation basis, the consumer avoids skin-accommodation, while at the same time achieves continuous cumulative benefits. A two-part formula system, for each day, consists of the Continuity Complex and the Active-Booster Serum. The Complex is billed as a synergistic team of 17 clinically-tested, active ingredients to target all 27 signs of changing skin. The serum provides extra power each day with different, singularly-focused, highly-active ingredients to target each day’s specific signs and symptoms of changing skin.

Thus, over the course of one week, the consumer receives the benefits of more effective active ingredients that are possible to include in any single product, no matter its price, according to the company. The system is patent pending.

The easy-to-follow regimen is forgiving too. If a woman misses a day, she can simply move on to the next formula. Besides simplifying the beauty routine, 7 Days of Wonder is said to solve some basic mathematical problems.

With regular use, 7 Days of Wonder promises to reduce the 27 symptoms of changing skin, which includes texture, lines and wrinkles, loss of firmness and elasticity, dehydration and dryness, loss of vitality and luminosity, color tone and invisible skin stress and damage.

In a three-month clinical study:
  • 88% saw improvement in texture;
  • 88% saw improvement in hydration, softness and silkiness;
  • 84% saw improvement in luminosity, vitality, radiance and brightness;
  • 84% saw improvement in overall skin appearance, skin tone and youthfulness;
  • 72% saw improvement in firmness and elasticity and faster skin responsiveness; and
  • 88% would recommend the products to a friend.
“What do women want?” asked Suzanne Grayson. “They want one product that does everything that won’t break the bank.”

A three-month supply of 7 Days of Wonder retails for $295, a price point that’s on par with Clinique, according to the Graysons. At that price, the duo is confident 7 Days of Wonder will find a loyal customer, whether she’s 25, 35, 45 or 55 years of age.

“Any woman who believes her looks are slipping (is a potential customer),” said Suzanne Grayson.
If customers want to get their hands on 7 Days of Wonder, they can find it online at www.7daysofwonder.com the line is also available at 855-FOR-YOUTH.

A Long Journey Concludes

The rollout marks the culmination of a nine-year journey that began in 2004, when Suzanne Grayson came up with the 7 Days of Wonder concept and took it to the late Dr. Albert Kligman. With his blessing, the Graysons began to shop their idea to some of the world’s best-known beauty houses, all of which passed on the idea in favor of their own research efforts. Disappointed but undaunted, they struck out to make the formulas on their own. They hired a chemist, developed formulas, found a contract manufacturer and started producing prototypes.

Unfortunately, after several years of development, the retinol-based formulas proved to be very irritating in clinical trials performed under the direction of Dr. Zoe Draelos. The Graysons went back to the lab, developed a retinol-free formula and successful clinical trials were completed in November 2012.

Formulation difficulties aside, the Graysons found the process of setting up a business in California daunting.

“Sacramento is impossible,” exclaimed Suzanne. “What consulting advice we could give to startups!”
In contrast, working with the US Patent and Trademark Office was a breeze, as the Graysons got their trademark quickly and easily.

Despite their travails, the Graysons are glad they made the 7 Days of Wonder journey.

“We think it’s different, exciting and, to some degree, revolutionary,” said Suzanne Grayson. “People lose interest in their beauty products if they don’t work after three months.”

With its novel concept and effective formulas, the Graysons are confident that their 7 Days of Wonder will not only find a place in a woman’s skin care regimen, it will replace that regimen.