Anti-ageing treatments to fuel beauty industry | india | Hindustan Times
Today in New Delhi, India
Apr 24, 2018-Tuesday
-°C
New Delhi
  • Humidity
    -
  • Wind
    -

Anti-ageing treatments to fuel beauty industry

'Look fair' has all along been the mantra of the Rs 2000 crore Indian beauty industry.

india Updated: May 04, 2006 12:14 IST

'Look fair' has all along been the mantra of the Rs 2000 crore Indian beauty industry. But cosmetic majors are now shifting to "look young," with anti-ageing creams and lotions becoming the fastest growing segment.

"After fairness creams, the largest growing and the biggest segment is anti-ageing related products at around 20 per cent," says Deepak Bhandari of Modi Revlon, who recently launched its anti-ageing skin care range in India.

The desire to remain youthful is nothing new. But the recent demand for anti-ageing treatments lies in the belief that rejuvenation is possible.

"More and more people in the older age group want to look attractive and youthful too. Therefore, there is a demand for age-specific products too and this includes anti-ageing treatments.The present upsurge in demand may be due to the "wellness" concept, which is sweeping the world," says Shahnaz Husain, beauty expert.

The beauty industry is working overtime to come up with new products in this category as most of these fall under the premium segment as opposed to fairness creams and moisturisers which are available in mass segments also.

While Revlon has come to India with its international range of products endorsed by Hollywood celebrities, Indian companies are concentrating more on age-old Ayurveda driven products.

"Our products are patented," says Bhandari.

Even gold is being used in the anti-age formulations as it is considered 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 for their alleged non-effectiveness on a long term basis, the anti-ageing creams are also likely to be forced through the sieve of scrutiny, only time will tell if they will pass.