The age-old fight against ageing is getting younger.
Just ask New York-based Lise Jorgensen, vice-president of global product development in skincare and make-up for Estee Lauder Companies.
She began using the American brand's iconic anti-ageing serum, Advanced Night Repair, on her daughter from the age of six.
'The earlier you can encourage a person to begin taking care of her skin, the earlier she is able to postpone ageing - which is the build up of cellular damage,' she says.
Doctors, however, caution against using adult skincare products on children.
'These products may be too rich for young skin and could make their skin more prone to irritation or aggravate acne,' says Dr David Tan, medical director of David Tan Medical Aesthetics in Ngee Ann City.
Singaporeans may draw the line at battling future wrinkles on baby fat but even those in their youthful mid-20s may have noticed that there are new anti-ageing products on the market targeted at - gulp - them.
Such products traditionally have been aimed at women in their mid-30s who are wrestling with signs of ageing - sagging skin, wrinkles and fine lines.
Over the past five years, however, that target age range has dropped by a whole decade.
By next month, at least five beauty brands - Biotherm, Estee Lauder, Lancome, Shiseido and Shu Uemura - will have launched anti-ageing products here for women aged 25 and up.
'Women experience the first signs of ageing such as enlarged pores and dehydrated spots from their mid-20s,' explains Nora Soho, a trainer at Shu Uemura.
The Japanese beauty brand will launch its Red Juvenus anti-ageing range, which is chock-full of youth-prolonging anti-oxidant ingredients, next month.
Indeed, product experts subscribe to the adage, prevention is better than cure.
HAVING A HEADSTART
'Starting...at a younger age means addressing the problems at the beginning, before the deep lines and damage make their mark,' says Cassandra Han, a trainer at Biotherm.
It is not surprising that brands are rushing to pump out skin savers for young women whose main worry - till now - has been pimple breakouts.
According to Singapore's Association of Perfumes & Cosmetics Distributors, sales of anti-ageing products grew 23.5per cent from 2007 to 2008.
The Nielsen Singapore Media Index shows that from 2007 to 2008, the percentage of women aged 20 to 29 who used anti-ageing products at least twice a week grew from 7.2per cent to 11.2per cent.
Doctors agree that there is no harm in starting young.
Once you are free of adolescent problems such as pimples and overactive oil glands - which usually happens when you hit your early 20s - they say you can consider using anti-ageing potions.
However, do start slow with a mild anti-ageing cream and use it on alternate days to get your skin conditioned to the richer product.
If you need advice on what to choose, consult a skin doctor.
Dr Chua Jun Jin, a plastic surgeon who owns JJ Chua Rejuvenative Cosmetic and Laser Surgery at MountElizabeth Medical Centre, says: 'If you are careful and choose anti-ageing products with active ingredients that are scientifically proven to improve signs of ageing, it is possible to delay the onset of ageing.'
Some of these ingredients include vitamins C and A, alpha hydroxy acids which exfoliate dead skin cells, and peptides or short chains of amino acids which promote collagen production in skin.
Urban checks out the latest anti-ageing offerings for the 20-something set.
FOR THE 20-SOMETHINGS
BIOTHERM
Product range: Skin Vivo
What it does: The four products in the range contain active ingredients - pure thermal plankton and plant extract Reverserol SV - that are said to stimulate cell renewal.
These ingredients repair damaged DNA in cells to ensure that they function at an optimum level.
They are also said to boost the activity of genes that are responsible for DNA repair and for producing antioxidants.
Price range: $69 for a lotion to $145 for a serum
Launching: Tangs Orchard and VivoCity on Aug 21 and islandwide on Sept 1
SHISEIDO
Product range: Future Solution LX
What it does: Shiseido's scientists have discovered a protein in the skin's cells, called Serpin b3, which is present in larger amounts after exposure to UV rays.
This protein affects the skin's barrier function, leaving the skin more susceptible to external causes of ageing such as pollution and toxins.
Included in this range of four skincare products is an amino acid called Skingenecell 1P, which suppresses the formation of Serpin b3 to allow the cells to function normally.
Price range: $83 for a cleansing foam to $390 for a night moisturiser
Launching: Sept 11
ESTEE LAUDER
Product: Advanced Night Repair Synchronized Recovery Complex
What it does: Estee Lauder has revamped its iconic DNA repair serum with a new technology that is meant to get the skin's cells working in sync to repair cells. The result is a reduction in lines and wrinkles, skin discolouration and dehydration.
Price: $88 to $130
Launching: Tangs Orchard and VivoCity on Aug 14 and islandwide on Aug 28
LANCOME
Product: Genifique
What it does: Research done by Lancome shows that there are certain proteins that are found in larger quantities in young skin compared to matured skin.
This concentrate is said to activate the genes which are responsible for the production of these 'youth' proteins so skin can regain its youthful appearance.
Price: $170
Launching: Now available
SHU UEMURA
Product range: Red Juvenus
What it does: The six products contain a cocktail of antioxidants derived from pomegranates, tomatoes and the Amalaki fruit, which neutralises free radicals that cause cell damage. This damage leads to signs of ageing, including wrinkles and age spots.
Price range: $78 for a lotion to $128 for a serum
Launching: Sept 1
This article was first published in Urban, The Straits Times.
