We purchase expensive wonder creams with long lists of exotic, unpronounceable ingredients promising to transform your complexion in just a few weeks of use, but do they really have any effect at all?
It’s discouraging when skin products don’t live up to their promises, but skincare is more than just creams and to optimise your skin’s health you need to also follow a healthy lifestyle and diet. 44% of UK list fine lines and wrinkles as their top ageing concern (Mintel) and with modern technologies fueling a growth in anti-aging skin care, knowing the right product to buy can be a frustrating problem.
Dame Helen Mirren, face of L’Oreal’s ‘Age Perfect’ moisturiser, has recently admitted, while on a plane to France that using moisturiser “probably does f— all”.
Photo credit: Scott Trindle for Allure magazine.
The actress remarked, “I’m an eternal optimist. I know that when I put my moisturiser on it probably does f*** all, but it just makes me feel better.”
The 72-year-old is the oldest of the ambassadors for the brand, joining the team in 2014.
As a long time fan of L’Oreal, Mirren reflects about the advertising of skincare, “It used to drive me crazy that the ads promoting skin products were using pictures of 15- and 16-year-old girls.
Mirren recently appeared on the front cover of Allure’s September 2017 issue explaining she is ‘done with “anti-ageing” ‘.
“As a 30-year-old, I used to look at that and think, what the f— are you talking about? It was ridiculous. P—– me off majorly. Advertisers are only just coming out of that, and it’s taken them a long time.”
Mirren now fronts the ‘Age Perfect’ range for L’Oreal and her photos aren’t digitally enhanced to reduce signs of ageing. As champions of positive ageing, we’re pleased to see this move in skin care brands using older models and labelling their product lines as something other than ‘anti-ageing’, a phrase loaded with negative connotations towards ageing.
Underrepresentation of the over 50s demographic has been a long-standing issue in the media where, 74% of over 50s ‘thought they were never represented in the media and mainstream ads.’
We’re a fan of the actresses refreshingly honest approach. Something needed in times where bold claims are at the forefront of marketing strategies for many skin care products.
These promises made by beauty and cosmetic suppliers attempting to get leverage in a saturated market means consumers are left with little idea as to what actually works.
Although no cream or serum will have miraculous effects on your skin, a mix of the right active ingredients are beneficial, helping you to feel and look your best.
Retinol
A commonly used ingredient which increases cell turnover and promotes collagen and elastin production. The ingredient is coveted in skincare and can aid almost any skin issue.
Alpha Hydroxy Acids (AHAs)
AHAs are one of the most powerful ingredients to peel off dead layers of skin and promote skin renewal. They’re not shells or beads that slough away dead cells but dissolve the lipids that hold the cells together. This makes them brilliant for smoothing skin texture.
Vitamin C
One of the three antioxidants (the other two are vitamin C and selenium) proven to decrease the effect of the sun’s rays on the skin.
Copper
Copper stimulates collagen and elastin, boosts thickness, firmness and has significant antioxidant properties which prevent skin damage.
Peptides
Peptides are the building blocks for collagen, the underlying structure which maintains our skin. The ingredients promote skin renewal and repair.
Sunscreen
We can account 75% of the signs of ageing we notice as sun exposure, making sunscreen one of the most powerful pro-ageing and preventative creams you can use.
Skincare products don’t solve everything when it comes to your complexion and only make up one element of skin health. Nutrition and exercise are both just as important to keep your skin glowing and nourished. It’s not about ‘anti-ageing’ but supporting the ageing process in a positive way. We’re encouraged to see brands are dropping the term in place of more positive phrases, such as L’Oreal’s ‘Age Perfect’ line.
What are your experiences with pro-ageing skincare? Let us know in the comments below, we’d love to hear from you!
