In today's world, people are living longer than ever before but they do not want their appearance to reflect their increasing years.
With movie stars and fashion supermodels flaunting flawless skin as role models, it's no wonder that women and men of all ages are becoming obsessed with youthful looks.
But there is a bewildering array of anti aging skin care treatments on the market many of them promoted by those very same supermodels.
The problem is knowing where to start in your quest for a product that will work for you.
Let me be your guide and give you some hints and tips on the things to look out for.
Check the list of ingredients.
Many skin care products include a long list of ingredients on the label, but not all are good for your skin.
In particular watch out for: Mineral oil, also known as liquid paraffin or paraffin wax.
This tends to clog the pores of your skin thus preventing its natural ability to eliminate toxins.
Prolonged use can encourage the very thing it is supposed to stop.
This substance is often found in skin care products and is readily absorbed by the skin.
Unfortunately it is known to be carcinogenic.
These are found in many skin creams and lotions.
They act as a preservative to prolong the shelf life which would be a good thing except for the fact that parabens may cause cancer.
Several different types of alcohol are used in anti aging products.
Not all are harmful, but some cause dryness and irritation.
Because fragrances are produced from materials that are known to be toxic it is best to avoid products which contain them.
Whilst a dab of perfume or some bodyspray are entirely harmless, use of these ingredients over a large area of skin is another matter.
So those are the substances to avoid, but what about the beneficial ingredients that you should look for? Well, here are three: Phytessence Wakame, Xtend-TK and Coenzyme Q10 (or CoQ10).
While all three work in different ways, the net effect is to promote the growth of collagen and elastin which are the proteins that provide firmness and flexibility to your skin.
It is the depletion of these proteins that allows the skin to slacken and form lines and wrinkles.
You may find products that list collagen as one of their ingredients, but unfortunately this is no use because applied externally collagen provides no benefit.
I hope that this anti aging skin care guide has given you some pointers to the way you can distinguish between the myriad of creams and lotions in the marketplace.
Look beyond the advertising hype and check the ingredients with care before choosing the products for your anti aging skin care treatment.