You probably look your age. Whether you are happy with that is debatable. But you sure would be happy looking younger than your age. And there are options galore to get that ?look?. People are taking Botox shots, filling in Restylane, subjecting themselves to laser, getting cosmetic acupunctures, trying age-defying solutions to delay or conceal wrinkles ? yes, the ones lying between the eyebrows and the creases running from the corner of the nose to the mouth?.
Clearly, consumer perception has changed and anti-ageing products are increasingly considered essential items for daily use, rather than as luxury products for indulgence. And this, after the fairness cream segment, is emerging as the next largest.
However, it is imperative to first understand when the ageing process actually start. ?For some it starts as early as the 30s. The body?s internal time clock determines how your skin and your supporting facial structure beneath will look over time. It includes hormone production, skin thickness, blood circulation, oil production, elasticity, underlying muscle tone and fat distribution. External factors like the environment and health conditions also play a huge role,? says Karl-Gustaf Edung, director esthetics, Q-Med, Sweden, who was recently in India to launch Restylane.
Most anti-ageing solutions are trying to deconstruct the science behind looking old. Restylane, also known as ?lunch-time makeover? enhances the skin?s own stock of hyaluronic acid, an agent that binds water to our skin, adding volume and giving it a youthful look.
Botox on the other hand, is most popular for its anti-wrinkle effects. ?However it can also be used for advanced facial contouring by altering the balance between antagonistic muscles,? adds Milind Naik, ophthalmic and facial plastic surgeon, Aesthetic Clinic in Hyderabad.
Hindustan Unilever launched the Aviance Prestige-Intensive Age Defense solutions earlier this week. ?It works on the ?Time Release technology? that ensures continuous release of active ingredients into the skin throughout the day and not only during application,? says Sunil Tolani, business head, HUL. While most brands target women with their anti-ageing formulas, there are a few like Biotherm Homme, Lancome, Nivea and L?Occitane with product portfolios specifically for men. And why not? Indian men are fuelling the Rs 750-crore strong grooming market at 12% every year. Moreover, according to an A C Nielsen study, 62% of Indian men want to change their skin tone. Biotherm for instance has an Age Fitness range of moisturisers, eye gels and night recharge for men; Lancome has ?Age Fight?. ?Men?s skin is different from women?s. It is harder than ours and so it also needs a different treatment. We launched an anti-wrinkle concentrate targeted specifically at men ? it purifies, stimulates, moisturises and fortifies against environmental aggression,? explains Deepti Sharma, brand head, L?Occitane.
The desire to look youthful has also given a boost to skin clinics. Oxygen face therapy for instance. Specially formulated serums are blended into the skin using oxygen jets. It can be a vitamin C and hyaluronic acid concoction or one made of vitamin A, E and D. ?Also, there?s Beauty-tox oxygen therapy ? an intensive anti-ageing treatment that helps smoothen fine lines and wrinkles, especially the delicate under-eye area,? says derma-physiologist, Chiranjiv Chhabra of Skin Alive clinic.
However, age doesn?t take its toll only on the skin. It affects the hair as well. ?As we age, our hair becomes increasingly drier, loses some of its strength, and becomes limp and less easy to style. And it all starts with the scalp. At times it is because of decrease in the cell regeneration rate. Sometimes the environment, lifestyle and styling habits are to be blamed for premature ageing. Keratese? Resistance Age Recharge therefore replenishes the scalp, revitalises hair roots, and boosts cell regeneration,? says Vidya Punjabi, product manager, Kerastase.
However, not all treatments work for everyone. The factors of ageing differ from person to person and often overlap. If you?re unsure about how to proceed, use a regimen that treats environmental damage during the day, and switch to products that address your other concerns by night.
Lifestyle changes can also help the skin survive 16-hour workdays, stratospheric stress levels, and endless cups of coffee. To begin with, eat healthy. What you eat largely determines the way you look, according to nutritionist and author Stephen Gullo. In his book, Thin Tastes Better, he writes that foods that increase inflammation and free radical production stimulate the ageing process. It also works the other way round ? eating foods that reduce inflammation and free radical production actually help your body turn back the clock.
There are several other things that you can do to delay the visible signs of ageing. ?You have heard it a zillion times and it still holds true. Make sure you have at least 8-10 glasses of water everyday to retain the shine on your face. Berries, avocados, garlic, ginger, cabbage, cauliflower, broccoli, turnip, sprouts, radish, nuts and watermelon are also known to be skin friendly,? adds Gustaf Edung.
Whether you chew on all that healthy food is your decision. Perhaps it will get you to look younger too. But coming under unnecessary pressure to sample the elixir of youth might not also be the wisest of things to do.