The skincare industry insists your millennial skin is withering as we speak and you must act now. Well, should you?
LOOK OUT, GEN Y:
Beauty brands are making a play for your faces. Aware as they are of how hyper-informed and photo-ready you are, the days of being left to your own devices with some moisturiser and a cleansing wipe are long gone. Noticeable lines may seem a lifetime away, but ‘collagen production begins to stall in your twenties,’ says, well, just about everyone. Clinique’s orange-tubed Pep-Start Eye Cream is the first of an age-defying franchise aimed at twentysomethings. Origins is expanding its successful Original Skin range, squarely targeting so-dubbed ‘quarter-lifers’ who, they say, “demand high-performance products to sort out discolouration and dullness issues”. Even ‘cosmeceutical’ brand Skinceuticals offers a serious emulsion (with an equally serious £96 price tag) “to correct the early signs of photoageing”. I could go on. Of course your skin will have issues it didn’t when you were a toddler. But does that mean you should splash the cash on problems that are just starting? Or can you smell a marketing rat?
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