People are now a lot more image conscious than a few decades ago. According to the latest studies, the share of total cosmetics spending has risen from £1.9bn to £2.1bn, while the amount of money spent on beauty treatments and hairdressing has increased from £2bn to £2.2bn within the last ten years. Since more people wish to remain as young looking as possible, the demand for beauty products and anti-ageing solutions in particular has skyrocketed, too. Why does the skin age and what can be done to make it young and healthy-looking?

Factors causing skin ageing
Skin ageing is the process that can’t be stopped yet can be slowed down. According to an acknowledged dermatology expert, the amount of collagen and hyaluronic acid (HA) naturally present in the skin impacts the way a person looks. Known as major support structures that give the skin a firm young appearance, they may start depleting after the age of 30. Fine lines and wrinkles may quickly develop into deep lines and furrows if not treated in a timely fashion with anti wrinkle creams, masks, lotions, serums and other methods.
Natural (intrinsic) ageing may vary from person to person; some people boast radiant glowing skin long after 30, others may have dull blemished skin even before collagen starts depleting. According to dermatologists, natural skin ageing may be speeded up by means of environmental factors, such as exposure to the sun’s UV rays, malnutrition and bad habits. Overexposure to sunlight is responsible for the majority of problems associated with aging.

Modern anti-ageing skin solutions
Having thoroughly studied major ageing factors and the ability of the skin to repair itself, manufacturers have worked out an array of anti wrinkle creams, lotions, serums and masks to help image conscious people beat old age. As collagen and hyaluronic acid have been acknowledged as the most sensitive skin components the amount of which gradually decreases with age, novel products are invented to make up for this.
They say revolutionary formulas can work miracles. Collagen peptides and hyaluronic acid help plump up the collagen, while a complex of natural oils nourishes and moisturises skin. High-end anti wrinkle creams are also known to erase sun spots and hyper-pigmentation repairing the skin damaged by the harmful rays of the sun. If applied regularly, modern solutions might do the following:

•    Repair, re-structure and smooth the skin;
•    Reduce fine lines and wrinkles;
•    Improve skin tone by lightening and brightening it;
•    Remove hyper-pigmentation;
•   Soften and moisturise the skin.

Effectively addressing the most common signs of ageing has become a strong tendency in the modern world. There is a great diversity of cosmetic solutions that claim to improve the appearance of fine lines and wrinkles, with the topical application of anti wrinkle creams being the simplest method of skin treatment. Widely available from pharmacies and beauty shops, they promise to improve the skin by smoothing fine lines and wrinkles, hydrating, nourishing and giving the skin a radiant glowing look if used as recommended.