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An important skin signal transduction pathway is abbreviated as MDAiRE. It is a symbol of this potent anti-ageing pathway being activated. Protective genes, which are crucial to the anti-ageing process, are transcribed and translated when this essential anti-ageing pathway is activated. When they study the process of ageing in the same way that they study disease, they begin to understand pathways and how to inhibit these steps. Activation of the MDAiRE pathway protects skin cells from oxidative stress, which remains one of the best etiologies to explain the mechanism of ageing. They create healthier cells as a result, which slows down ageing As opposed to reactive medicine, they are, in a sense, practising preventative medicine.