TODAY   |  May 31, 2013

Black diamond face cream becomes beauty craze

The latest cosmetic product to cause a stampede online contains black diamonds, which help even out skin tone and reduce the appearance of wrinkles, though dermatologists caution that it’s a cosmetic effect and not a permanent effect. TODAY’s Savannah Guthrie reports.

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This content comes from Closed Captioning that was broadcast along with this program.

>> those of us who are not beyonce we turn to cosmetics and the british may have found a secret to eternal youth . all the rage right now is a cream that promises to wipe those wrinkles off your face and give you that extra sparkle. what i am holding right here is said to be as precious as gold dust or shall i say diamond dust .

>> reporter: if you've been envying holly wood celebs that manage to look like they've been airbrushed. take heart. the look could soon be yours, too.

>> it's a hollywood secret but a lot of people are now like hearing about it and they want the treatment.

>> reporter: once again when it comes to glamour, there's nothing quite like a girl's best friend, diamonds, of course, but not the glittering kind. no, it turns out the much less glamorous black diamond is a key ingredient in the latest beauty product to cause a stampede online.

>> what happens with the diamonds they settle into the wrinkles and they gently and softly defuse the light so it's giving you that kind of air brushed look and combined with a lot of other peptides giving good instant results.

>> reporter: unlike their paler counteren parts which reflect light, black diamonds also known as carbonato absorb and manipulate the uv light helping to even out skin tone and reduce reducing the appearance of skin tone .

>> diamonds are precious which add a sense of indulgence in skin care and the physical defusing of the light and create a soft focused effect which potentially hides fine lines and wrinkles but that's a cosmetic effect and not a permanent thing.

>> reporter: that hasn't put women off the lure of luxury cosmetics through the ages. clee pa tra's regime was the talk of inequity.

>> it makes you feel like the celebrity walking out that door and when you have healthy, glowy skin, that's all you need to make you feel great and make your day.

>> reporter: and at a time when we're being tagged on social media , the urge to be ready for that close-up is growing. as you can imagine, this kind of beauty treatment does not come cheap. the serum costs around 120 bucks, the skin lotion will set you back around $140, that is if you can get your hands on it and matt and al, i did get your e-mails a few seconds ago i will bring you back some.

>> look who is waiting for it here.

>> bring it back.