NEW DELHI: 'Look fair' has all along been the mantra of the Rs2000 crore Indian beauty industry. But cosmetic majors are nowshifting to "look young," with anti-ageing creams and lotionsbecoming the fastest growing segment.
"After fairness creams, the largest growing and the biggestsegment is anti-ageing related products at around 20 per cent,"says Deepak Bhandari of Modi Revlon, who recently launched itsanti-ageing skin care range in India.
The desire to remain youthful is nothing new. But the recentdemand for anti-ageing treatments lies in the belief thatrejuvenation is possible.
"More and more people in the older age group want to lookattractive and youthful too. Therefore, there is a demand forage-specific products too and this includes anti-ageingtreatments.The present upsurge in demand may be due to the"wellness" concept, which is sweeping the world," says ShahnazHusain, beauty expert.
The beauty industry is working overtime to come up with newproducts in this category as most of these fall under the premiumsegment as opposed to fairness creams and moistureisers which areavailable in mass segments also.
While Revlon has come to India with its international range ofproducts endorsed by Hollywood celebrities, Indian companies areconcentrating more on age-old ayurveda driven products.
Most anti-ageing products concentrate on increasing theproduction of skin firming agent collagen to reduce lines andwrinkles. These creams also claim to minimise discoloration ofthe skin.
"Our products are patented," says Bhandari.
Even gold is being used in the anti-age formulations as it isconsidered a potent metal containing age-control properties."Gold helps to transport oxygen molecules directly into the skin,influencing cellular functions and providing a new energy level,"says Hussain.
Like the fairness creams which have been at receiving end fortheir alleged non-effectiveness on a long term basis, theanti-ageing creams are also likely to be forced through the sieveof scrutiny, only time will tell if they will pass.
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