Minimum quantity Discount
Buy 2 + Get 10% discount
Skip to content

Cart

Your cart is empty

Cremedify Cremedify Cremedify Cremedify

Cremedify


Allergies

Allergies

irritated skin

irritated skin

Inflammation

Inflammation

Ichthyosis

Ichthyosis

Eczema

Eczema


An Emollient-Rich and Lipid-Replenishing Body Cream Cleanser for Ichthyosis, Eczema, Psoriasis, and Other Dry Skin Conditions.

Cremedify is a non-foaming moisturizing cleanser formulated to effectively soothe, nourish, and calm dry, itching, psoriasis, atopic dermatitis, and eczema-prone skin.

Cremedify contains Intelligent Lipid Bilayer technology that forms a double structural layer on the skin's surface to regulate water loss, strengthen and regenerate the skin's natural barrier and ensure long-lasting hydration.

Cremedify includes essential fatty acids to support the epidermal barrier and effectively clean sensitive and dry skin while improving overall skin health.

Take control of your skin's well-being with Cremedify, and embrace the transformative power of our scientifically-backed, ultra-gentle moisturizing cleanser.


Emollients

Emollients are crucial in dermatological care, primarily because they enhance skin hydration and barrier function. Here's a brief overview of their physiological effects and roles in managing various skin conditions.


Physiological Effects

  • Hydration of Stratum Corneum: Emollients increase moisture content in the stratum corneum, the outermost layer of the skin, by reducing transepidermal water loss (TEWL). This is achieved through occlusion, which traps water in the skin.
  • Restoration of Skin Barrier Function: They aid in replenishing the skin's lipid barrier, which is essential for maintaining skin integrity and protective function.
  • Soothing and Smoothing Effects: Emollients smooth, flaky skin cells, making the skin surface appear smoother. They also provide a soothing effect, which can reduce itching and discomfort.
  • Anti-inflammatory Properties: Some emollients have ingredients that offer mild anti-inflammatory benefits, helping to reduce redness and irritation.

Role in Managing Dermatological Conditions

  • Atopic Dermatitis (Eczema): Emollients are a cornerstone in the management of eczema, helping to maintain skin hydration, reduce flare-ups, and minimize the need for topical corticosteroids.
  • Psoriasis: Regular use of emollients can reduce scaling and dryness associated with psoriasis, improving the efficacy of other topical treatments.
  • Ichthyosis and Xerosis: These conditions, characterized by dry, scaly skin, benefit significantly from emollients, which help hydrate and soften the skin.
  • Aging Skin: Emollients improve the appearance of aging skin by hydrating and reducing the visibility of fine lines and wrinkles.
  • Skin Protection: Emollients can protect the skin from irritation and breakdown in individuals with incontinence or those who are bedridden.

References

  • Proksch, E., & Lachapelle, J. M. (2005). The Management of Dry Skin with Topical Emollients. American Journal of Clinical Dermatology.
  • Lynde, C. W. (2001). Moisturizers: What They Are and a Practical Approach to Product Selection. Skin Therapy Letter.
  • Lodén, M. (2003). Role of Topical Emollients and Moisturizers in the Treatment of Dry Skin Barrier Disorders. American Journal of Clinical Dermatology.
Humectants

Humectants are a vital component in skincare, particularly for conditions characterized by impaired skin barrier function and excessive dryness. Their ability to attract and retain moisture in the skin makes them invaluable in both therapeutic and preventive dermatology.


Physiological Effects

  • Moisture Attraction: Humectants draw moisture from the environment and the deeper layers of the skin to the outer layer (stratum corneum), enhancing skin hydration.
  • Enhancing Skin Barrier Function: By improving skin hydration, humectants help to maintain and improve the skin's barrier function, protecting against irritants and reducing transepidermal water loss (TEWL).
  • Skin Elasticity and Appearance: Improved hydration can enhance skin elasticity and reduce the appearance of fine lines and wrinkles, giving the skin a plumper and smoother look.
  • Soothing Effect: Humectants can have a soothing effect on the skin, particularly in conditions involving dryness or irritation.

Role in Managing Dermatological Conditions

  • Dry Skin (Xerosis): Humectants are key ingredients in many moisturizers and are highly effective in managing dry skin by providing and maintaining hydration.
  • Eczema and Dermatitis: Their moisturizing and soothing properties help in relieving symptoms of eczema and dermatitis, such as dryness, itching, and irritation.
  • Aging Skin: Humectants are used in anti-aging skincare products due to their ability to hydrate the skin and improve its appearance.
  • Psoriasis: They can aid in reducing the dryness and scaling associated with psoriasis.
  • Acne-Prone Skin: Certain humectants can be beneficial in acne treatments, as they provide necessary hydration without clogging pores.

References

  • Lodén, M. (2005). Role of Topical Emollients and Moisturizers in the Treatment of Dry Skin Barrier Disorders. American Journal of Clinical Dermatology.
  • Rawlings, A. V., & Canestrari, D. A. (2011). Moisturizer technology versus clinical performance. Dermatologic Therapy.
  • Fluhr, J. W., Darlenski, R., & Surber, C. (2008). Glycerol and the skin: holistic approach to its origin and functions. British Journal of Dermatology.
Glycerin

Glycerin, also known as glycerol, is a simple polyol compound widely used in dermatology due to its excellent moisturizing properties.

Glycerin's excellent hydrating properties, combined with its ability to soothe and improve skin barrier function, make it a highly valued ingredient in treating and managing various dermatological conditions, particularly those involving dryness and compromised skin barrier.


Physiological Effects

  • Hydration: Glycerin is a humectant that attracts water to the skin. It draws moisture from the environment and the deeper layers of the skin to the outer layer (stratum corneum), improving hydration.
  • Skin Barrier Function: By enhancing skin hydration, glycerin helps to maintain and improve the skin's barrier function, protecting against irritants and reducing transepidermal water loss (TEWL).
  • Soothing Effect: Its soothing effect on the skin can reduce irritation and discomfort in various skin conditions.
  • Elasticity and Resilience: Glycerin can improve skin elasticity and resilience, making the skin appear healthier and more supple.
  • Wound Healing: Some studies suggest that glycerin may accelerate wound healing processes and improve skin repair.

Role in Managing Dermatological Conditions

  • Dry Skin Conditions (Xerosis): Glycerin is a key ingredient in many moisturizers and is highly effective in managing dry skin by providing deep hydration.
  • Eczema and Dermatitis: Its moisturizing and soothing properties help relieve the symptoms of eczema and dermatitis, such as dryness, itching, and irritation.
  • Psoriasis: Glycerin can aid in reducing the dryness and scaling associated with psoriasis.
  • Aging Skin: It is beneficial in anti-aging products because it hydrates the skin and improves its elasticity.
  • Wound Care: Glycerin-based products may be used to treat minor wounds and burns due to their potential role in enhancing wound healing.

References

  • Fluhr, J. W., Darlenski, R., & Surber, C. (2008). Glycerol and the skin: holistic approach to its origin and functions. British Journal of Dermatology.
  • Harding, C. R. (2004). The stratum corneum: structure and function in health and disease. Dermatologic Therapy.
  • Lodén, M. (2005). Role of topical emollients and moisturizers in the treatment of dry skin barrier disorders. American Journal of Clinical Dermatology.
Niacinamide

Niacinamide offers several benefits for the skin, primarily due to its anti-inflammatory and antioxidant properties. It reduces the redness and inflammation associated with acne, rosacea, and other inflammatory skin conditions. Additionally, niacinamide's ability to improve the skin's barrier function benefits all skin types, particularly those with eczema or mature skin.

Another significant benefit of niacinamide is its role in reducing hyperpigmentation. Studies have shown that it can decrease the transfer of melanin to the epidermis, helping to fade dark spots and even out skin tone.

Niacinamide also plays a role in reducing the visible signs of aging. It has been found to stimulate collagen production and improve skin elasticity, reducing fine lines and wrinkles. Its antioxidant properties further protect the skin from environmental damage, such as pollution and UV radiation, which contribute to premature aging.

The efficacy of niacinamide and its ability to address multiple skin concerns simultaneously has led to its growing popularity in both over-the-counter and prescription skincare formulations.


Physiological Effects

  • Barrier Function Enhancement: Niacinamide helps strengthen the skin’s barrier function by increasing the production of ceramides, lipids that keep the skin hydrated and protect against environmental damage.
  • Anti-inflammatory Properties: It has notable anti-inflammatory effects, which are beneficial in reducing redness and inflammation associated with acne, eczema, and other inflammatory skin conditions.
  • Sebum Regulation: Niacinamide helps regulate sebum production, which controls excess oiliness and can benefit acne-prone skin.
  • Hyperpigmentation Reduction: It reduces hyperpigmentation by inhibiting melanosome transfer from melanocytes to keratinocytes, leading to an even skin tone.
  • Anti-aging Effects: Niacinamide helps reduce the appearance of fine lines and wrinkles by boosting collagen production and improving skin elasticity.
  • Antioxidant Activity: It has antioxidant properties, protecting the skin from oxidative stress and environmental aggressors like UV radiation and pollution.

Role in Managing Dermatological Conditions

  • Acne and Oily Skin: Niacinamide effectively manages acne and oily skin by regulating sebum and reducing inflammation.
  • Hyperpigmentation and Melasma: Its ability to reduce melanin transfer benefits it in treating hyperpigmentation and melasma.
  • Aging Skin: Niacinamide targets wrinkles and loss of firmness.
  • Skin Barrier Disorders: Niacinamide is beneficial in treating skin barrier disorders like atopic dermatitis and eczema by enhancing barrier function and hydration.
  • Photodamage and Skin Protection: It helps mitigate the effects of photodamage and provides some degree of protection against environmental damage.

References

  • Gehring, W. (2004). Nicotinic acid/niacinamide and the skin. Journal of Cosmetic Dermatology.
  • Bissett, D. L., Oblong, J. E., & Berge, C. A. (2005). Niacinamide: A B vitamin that improves aging facial skin appearance. Dermatologic Surgery.
  • Snaidr, V. A., Damian, D. L., & Halliday, G. M. (2019). Nicotinamide for photoprotection and skin cancer chemoprevention: A review of efficacy and safety. Experimental Dermatology.
  • Navarrete-Solís, J. et al. (2011). A Double-Blind, Randomized Clinical Trial of Niacinamide 4% versus Hydroquinone 4% in the Treatment of Melasma. Dermatology Research and Practice, 2011.
Essential Fatty Acids

Essential Fatty Acids: Nourishing Your Skin from Within

In the realm of dermatological science, essential fatty acids (EFAs) have emerged as unsung heroes, offering a multifaceted approach to improving skin health in patients with conditions such as eczema and dry skin. 


Pharmacological Advantages

EFAs are not only instrumental in maintaining the skin's structural integrity but also possess anti-inflammatory properties. They serve as precursors for pro-resolving lipid mediators like resolvins and protectins, which help reduce skin inflammation, itching, and redness—common symptoms of eczema.


Physiological Harmony

EFAs contribute to maintaining the balance of skin hydration. They enhance the skin's ability to retain water, leaving it supple and hydrated. Moreover, EFAs can modulate the skin's immune response, reducing the severity of allergic reactions and flare-ups often seen in dermatological conditions like eczema.


Biochemical Brilliance

Essential fatty acids, including omega-3 and omega-6, are the building blocks of the skin's lipid barrier. This barrier acts as a protective shield, preventing excessive moisture loss and shielding the skin from external aggressors. EFAs play a pivotal role in maintaining this barrier's integrity by contributing to the synthesis of ceramides and lipids that bind skin cells together.


References

  • Elias, P. M. et al. (2008). Skin diseases associated with decreased epidermal lipogenesis. Annals of the New York Academy of Sciences, 1141(1), 1-13.
  • Ziboh, V. A. et al. (2000). Biochemical basis of the essential fatty acid requirement for normative growth in neonatal baboons. American Journal of Clinical Nutrition, 71(1), 3-11.
  • Serhan, C. N. (2014). Pro-resolving lipid mediators are leads for resolution physiology. Nature, 510(7503), 92-101.
  • Levesque, A. et al. (2018). Omega-3 fatty acids: Anti-inflammatory and skin barrier benefits. Omega-3 Fatty Acids: Keys to Nutritional Health, 303-315.
  • Nicolaou, A. (2013). Eicosanoids in skin inflammation. Prostaglandins, Leukotrienes, and Essential Fatty Acids, 88(1), 131-138.
  • Meydani, S. N. et al. (2018). Nutrition interventions in aging and age-associated diseases. Annals of the New York Academy of Sciences, 1418(1), 34-51.
  • Dry and dehydrated skin: Soothe, nourish, and calm dry skin by providing long-lasting hydration and supporting the skin's natural barrier.
  • Compromised skin barrier: Intelligent Lipid Bilayer technology helps to regulate water loss and strengthen and regenerate the skin's natural barrier.
  • Ichthyosis / Itching: The moisturizing and calming ingredients in Cremedify help alleviate itching associated with dry skin.
  • Psoriasis: Aids in managing psoriasis by moisturizing the skin, reducing redness, and supporting the skin's natural barrier function.
  • Sensitive skin: Gentle formulation suitable for individuals with sensitive skin, providing effective cleansing without irritation.
  • Atopic dermatitis / Eczema: Reinforce the skin's natural barrier and address the symptoms of eczema, including dryness, itching, and inflammation.

Active ingredients

    Emollients

    Essential Fatty Acids: Nourishing Your Skin from Within

    In the realm of dermatological science, essential fatty acids (EFAs) have emerged as unsung heroes, offering a multifaceted approach to improving skin health in patients with conditions such as eczema and dry skin. 


    EFAs are not only instrumental in maintaining the skin's structural integrity but also possess anti-inflammatory properties. They serve as precursors for pro-resolving lipid mediators like resolvins and protectins, which help reduce skin inflammation, itching, and redness—common symptoms of eczema.


    EFAs contribute to maintaining the balance of skin hydration. They enhance the skin's ability to retain water, leaving it supple and hydrated. Moreover, EFAs can modulate the skin's immune response, reducing the severity of allergic reactions and flare-ups often seen in dermatological conditions like eczema.


    Essential fatty acids, including omega-3 and omega-6, are the building blocks of the skin's lipid barrier. This barrier acts as a protective shield, preventing excessive moisture loss and shielding the skin from external aggressors. EFAs play a pivotal role in maintaining this barrier's integrity by contributing to the synthesis of ceramides and lipids that bind skin cells together.


    • Elias, P. M. et al. (2008). Skin diseases associated with decreased epidermal lipogenesis. Annals of the New York Academy of Sciences, 1141(1), 1-13.
    • Ziboh, V. A. et al. (2000). Biochemical basis of the essential fatty acid requirement for normative growth in neonatal baboons. American Journal of Clinical Nutrition, 71(1), 3-11.
    • Serhan, C. N. (2014). Pro-resolving lipid mediators are leads for resolution physiology. Nature, 510(7503), 92-101.
    • Levesque, A. et al. (2018). Omega-3 fatty acids: Anti-inflammatory and skin barrier benefits. Omega-3 Fatty Acids: Keys to Nutritional Health, 303-315.
    • Nicolaou, A. (2013). Eicosanoids in skin inflammation. Prostaglandins, Leukotrienes, and Essential Fatty Acids, 88(1), 131-138.
    • Meydani, S. N. et al. (2018). Nutrition interventions in aging and age-associated diseases. Annals of the New York Academy of Sciences, 1418(1), 34-51.
    Humectants

    Essential Fatty Acids: Nourishing Your Skin from Within

    In the realm of dermatological science, essential fatty acids (EFAs) have emerged as unsung heroes, offering a multifaceted approach to improving skin health in patients with conditions such as eczema and dry skin. 


    EFAs are not only instrumental in maintaining the skin's structural integrity but also possess anti-inflammatory properties. They serve as precursors for pro-resolving lipid mediators like resolvins and protectins, which help reduce skin inflammation, itching, and redness—common symptoms of eczema.


    EFAs contribute to maintaining the balance of skin hydration. They enhance the skin's ability to retain water, leaving it supple and hydrated. Moreover, EFAs can modulate the skin's immune response, reducing the severity of allergic reactions and flare-ups often seen in dermatological conditions like eczema.


    Essential fatty acids, including omega-3 and omega-6, are the building blocks of the skin's lipid barrier. This barrier acts as a protective shield, preventing excessive moisture loss and shielding the skin from external aggressors. EFAs play a pivotal role in maintaining this barrier's integrity by contributing to the synthesis of ceramides and lipids that bind skin cells together.


    • Elias, P. M. et al. (2008). Skin diseases associated with decreased epidermal lipogenesis. Annals of the New York Academy of Sciences, 1141(1), 1-13.
    • Ziboh, V. A. et al. (2000). Biochemical basis of the essential fatty acid requirement for normative growth in neonatal baboons. American Journal of Clinical Nutrition, 71(1), 3-11.
    • Serhan, C. N. (2014). Pro-resolving lipid mediators are leads for resolution physiology. Nature, 510(7503), 92-101.
    • Levesque, A. et al. (2018). Omega-3 fatty acids: Anti-inflammatory and skin barrier benefits. Omega-3 Fatty Acids: Keys to Nutritional Health, 303-315.
    • Nicolaou, A. (2013). Eicosanoids in skin inflammation. Prostaglandins, Leukotrienes, and Essential Fatty Acids, 88(1), 131-138.
    • Meydani, S. N. et al. (2018). Nutrition interventions in aging and age-associated diseases. Annals of the New York Academy of Sciences, 1418(1), 34-51.
    Glycerin

    Essential Fatty Acids: Nourishing Your Skin from Within

    In the realm of dermatological science, essential fatty acids (EFAs) have emerged as unsung heroes, offering a multifaceted approach to improving skin health in patients with conditions such as eczema and dry skin. 


    EFAs are not only instrumental in maintaining the skin's structural integrity but also possess anti-inflammatory properties. They serve as precursors for pro-resolving lipid mediators like resolvins and protectins, which help reduce skin inflammation, itching, and redness—common symptoms of eczema.


    EFAs contribute to maintaining the balance of skin hydration. They enhance the skin's ability to retain water, leaving it supple and hydrated. Moreover, EFAs can modulate the skin's immune response, reducing the severity of allergic reactions and flare-ups often seen in dermatological conditions like eczema.


    Essential fatty acids, including omega-3 and omega-6, are the building blocks of the skin's lipid barrier. This barrier acts as a protective shield, preventing excessive moisture loss and shielding the skin from external aggressors. EFAs play a pivotal role in maintaining this barrier's integrity by contributing to the synthesis of ceramides and lipids that bind skin cells together.


    • Elias, P. M. et al. (2008). Skin diseases associated with decreased epidermal lipogenesis. Annals of the New York Academy of Sciences, 1141(1), 1-13.
    • Ziboh, V. A. et al. (2000). Biochemical basis of the essential fatty acid requirement for normative growth in neonatal baboons. American Journal of Clinical Nutrition, 71(1), 3-11.
    • Serhan, C. N. (2014). Pro-resolving lipid mediators are leads for resolution physiology. Nature, 510(7503), 92-101.
    • Levesque, A. et al. (2018). Omega-3 fatty acids: Anti-inflammatory and skin barrier benefits. Omega-3 Fatty Acids: Keys to Nutritional Health, 303-315.
    • Nicolaou, A. (2013). Eicosanoids in skin inflammation. Prostaglandins, Leukotrienes, and Essential Fatty Acids, 88(1), 131-138.
    • Meydani, S. N. et al. (2018). Nutrition interventions in aging and age-associated diseases. Annals of the New York Academy of Sciences, 1418(1), 34-51.
    Niacinamide

    Essential Fatty Acids: Nourishing Your Skin from Within

    In the realm of dermatological science, essential fatty acids (EFAs) have emerged as unsung heroes, offering a multifaceted approach to improving skin health in patients with conditions such as eczema and dry skin. 


    EFAs are not only instrumental in maintaining the skin's structural integrity but also possess anti-inflammatory properties. They serve as precursors for pro-resolving lipid mediators like resolvins and protectins, which help reduce skin inflammation, itching, and redness—common symptoms of eczema.


    EFAs contribute to maintaining the balance of skin hydration. They enhance the skin's ability to retain water, leaving it supple and hydrated. Moreover, EFAs can modulate the skin's immune response, reducing the severity of allergic reactions and flare-ups often seen in dermatological conditions like eczema.


    Essential fatty acids, including omega-3 and omega-6, are the building blocks of the skin's lipid barrier. This barrier acts as a protective shield, preventing excessive moisture loss and shielding the skin from external aggressors. EFAs play a pivotal role in maintaining this barrier's integrity by contributing to the synthesis of ceramides and lipids that bind skin cells together.


    • Elias, P. M. et al. (2008). Skin diseases associated with decreased epidermal lipogenesis. Annals of the New York Academy of Sciences, 1141(1), 1-13.
    • Ziboh, V. A. et al. (2000). Biochemical basis of the essential fatty acid requirement for normative growth in neonatal baboons. American Journal of Clinical Nutrition, 71(1), 3-11.
    • Serhan, C. N. (2014). Pro-resolving lipid mediators are leads for resolution physiology. Nature, 510(7503), 92-101.
    • Levesque, A. et al. (2018). Omega-3 fatty acids: Anti-inflammatory and skin barrier benefits. Omega-3 Fatty Acids: Keys to Nutritional Health, 303-315.
    • Nicolaou, A. (2013). Eicosanoids in skin inflammation. Prostaglandins, Leukotrienes, and Essential Fatty Acids, 88(1), 131-138.
    • Meydani, S. N. et al. (2018). Nutrition interventions in aging and age-associated diseases. Annals of the New York Academy of Sciences, 1418(1), 34-51.
    Essential Fatty Acids

    Essential Fatty Acids: Nourishing Your Skin from Within

    In the realm of dermatological science, essential fatty acids (EFAs) have emerged as unsung heroes, offering a multifaceted approach to improving skin health in patients with conditions such as eczema and dry skin. 


    EFAs are not only instrumental in maintaining the skin's structural integrity but also possess anti-inflammatory properties. They serve as precursors for pro-resolving lipid mediators like resolvins and protectins, which help reduce skin inflammation, itching, and redness—common symptoms of eczema.


    EFAs contribute to maintaining the balance of skin hydration. They enhance the skin's ability to retain water, leaving it supple and hydrated. Moreover, EFAs can modulate the skin's immune response, reducing the severity of allergic reactions and flare-ups often seen in dermatological conditions like eczema.


    Essential fatty acids, including omega-3 and omega-6, are the building blocks of the skin's lipid barrier. This barrier acts as a protective shield, preventing excessive moisture loss and shielding the skin from external aggressors. EFAs play a pivotal role in maintaining this barrier's integrity by contributing to the synthesis of ceramides and lipids that bind skin cells together.


    • Elias, P. M. et al. (2008). Skin diseases associated with decreased epidermal lipogenesis. Annals of the New York Academy of Sciences, 1141(1), 1-13.
    • Ziboh, V. A. et al. (2000). Biochemical basis of the essential fatty acid requirement for normative growth in neonatal baboons. American Journal of Clinical Nutrition, 71(1), 3-11.
    • Serhan, C. N. (2014). Pro-resolving lipid mediators are leads for resolution physiology. Nature, 510(7503), 92-101.
    • Levesque, A. et al. (2018). Omega-3 fatty acids: Anti-inflammatory and skin barrier benefits. Omega-3 Fatty Acids: Keys to Nutritional Health, 303-315.
    • Nicolaou, A. (2013). Eicosanoids in skin inflammation. Prostaglandins, Leukotrienes, and Essential Fatty Acids, 88(1), 131-138.
    • Meydani, S. N. et al. (2018). Nutrition interventions in aging and age-associated diseases. Annals of the New York Academy of Sciences, 1418(1), 34-51.

Full ingredient list

    White soft paraffin, glycerin, purified water, cetomacrogol, paraffinum liquidum, ethyl hexyl glycerin & phenoxyethanol, cetyl alcool, isostearate, potassium cetyl phosphate, cetyl stearate, stearic acid, niacinamide, decyl glucoside, lauryl glucoside, sodium hyaluronate.

Morning & Evening

  • Application time: Use in the morning and evening.
  • Frequency: Every day or as per your Dermal Diagnosis regimen instructions.

1. Dampen or wet the skin

Ensure your skin is damp. Using Cremedify during a shower or bath is best for full-body cleansing.


2. Apply

Gently massage the cleanser into your skin in circular motions, focusing on areas with dryness, itching, psoriasis, atopic dermatitis, or eczema.


3. Rinse

Rinse off with lukewarm water. Avoid using hot water as it can dry out the skin further.


4. Pat Dry

Gently pat your skin dry with a soft towel, leaving it damp. Do not rub, as this can irritate the skin.


Note

  • For optimal results, follow up with Dermaplan Curexema™ directly after getting out of the bath or shower while the skin is still damp.
  • Use Cremedify™ moisturizing body cleanser daily as part of your regular shower or bath routine.

cremedify

mode of action