An age old problem? How Europe reduces wrinkles

September 19, 2004

According to latest research from MINTEL British women seem most likely to grow old gracefully, accepting the natural signs of ageing. Amongst the French, Germans, Spanish and British, it is British women, who are by far and away the least likely to use anti-ageing or anti-wrinkle creams. Today, just over one in three (36%) British women use them, compared to just under half (48%) of women in Spain, over half in France (53%) and an impressive 64% in Germany. New anti-ageing products today offer a real alternative to painful and expensive cosmetics procedures such as Botox injections to iron out wrinkles. But here in Britain almost two-thirds of women swear by good old-fashioned water, with as many as 65% of Brits saying drinking lots of water is the best thing for your skin.

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