With anti-ageing creams, cosmetic majors aren't selling dreams anymore but scientifically tested products, and world is gleefully lapping them up to slow down the incessantly ticking clock.

July 10, 2009, (Sawf News) - With anti-ageing creams, cosmetic majors aren't selling dreams anymore but scientifically tested products, and world is gleefully lapping them up to slow down the incessantly ticking clock.

A Mintel report recently found that wrinkle reducing creams were the most sought-after skincare products in 2008 signaling a significant change in consumer attitudes.

Anti-ageing products have been in the market for long but their consumption has been mired by justified skepticism about their efficacy. Experts believe that huge fund-driven R &D into these products have finally opened consumer’s purse strings

Estée Lauder came out with their youth cream after an eight-year research into Resveratrate. This was their “youth molecule” to give more longevity to skin cells. Boots, too, launched their No7 Protect & Perfect Intense Beauty Serum after “12 month double-blind randomized controlled trial”.

Technological advances have played a major role in the widespread acceptance of the recently introduced products in the market. It has given these products a serrated edge to cut through run-of-the-mill competitors.

Aloe and berries no longer seem to be the star ingredients. Guerlain sources orchids for its Orchidee line. Lancome found a winner in pro-xylane technology that has skin-plumping properties. Garnier uses soy bio-proteins for its Vitalrestore range. And Planet Skincare moisturizer goes a step ahead with Syn-ake – a synthetic version of viper venom!

The irony is, beauty industry titans always had the resources to go for fund-sucking clinical trials but only by targeting a wider spectrum of consumers with lower prices, not just the elite, could they make economic sense out of an R&D driven approach.

Reduced costs have broken down many barriers and helped tap a larger market base. For example, Lacura’s Syn-ake product, Wrinklestop, is cheaper than Planet Skincare moisturizer! Lancome’s pro-xylane technology is now available in an affordable Garnier's UltraLift Pro-X moisturizer.

Changed consumer attitudes are also responsible for the spurt in consumption of these products. Taking care of one’s outward appearance is no longer looked upon as an expense but rather an investment by many.

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