The New Age of Anti-Ageing Products
Our obsession with looking younger as we age shows no signs of abating. The anti-ageing skincare market is currently the fastest growing sector in the facial care industry. The mass market brands such as Nivea, Olay, RoC and L’Oreal have launched more than fifty new anti-ageing products in the last five years alone. Analysts predict that the anti-ageing market will be worth around £900 million this year rising from £345 in 2005.
Euromonitor suggest that the market is driven by the social demands of looking good with well-toned wrinkle-free skin. Women of all ages are buying into the market with strong advertising of improved product efficacy suggesting a growth of around eight per cent per annum going forward. Huge R & D research by the companies has lead to claims that scientific breakthroughs help them understand more about how the skin functions leading to the availability of more potent and sophisticated products. These new products are often backed up with fanciful claims from an array of different A and B-list celebs but how can we know if these new anti-ageing creams really do what they say.
Today, the anti-ageing industry is seeing an increasing number of brand launches that are backing up their claims with research results that will stand up to serious scientific scrutiny. This month, Proctor & Gamble will release Olay Professional, one of the most eagerly anticipated launches of 2011. The range includes an age-defying day moisturiser, a wrinkle-smoothing cream and a deep wrinkle complex. The development team at Proctor & Gamble have been able to blend together ingredients such as retinyl propionate and skin strengthening niacinamide which have received a positive response from experts such as the British Journal of Dermatology.
This has led to more companies seeking to back up their marketing claims with more rigorous evidence of efficacy by publishing their research in scientific journals. Many customers do not want to spend their money on a product based upon promises alone.
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