Oriflame created the range using state of the art technology that is a 100 per cent natural Tri-peptide complex, said to boost the skin's collagen production, which in turn helps to eliminate facial wrinkles. "Ecollagen is fundamentally different from competition since it has been developed around a unique 100% natural based technology that is proven to boost skin's own natural collagen production", Van de Velde continued. Collagen boosting techniques have arisen as a key market trend within the anti-aging market, with consumers striving to achieve the best results possible from skin care treatments, instead of using more drastic plastic surgery methods to hide signs of aging. In order to cover all bases the company created the Tri-peptide complex using three natural peptides that are incorporated in the three products within the Ecollagen range. An energetic peptide, a rice extract, is used to promote cellular production with the anti-oxidant peptide, derived from wheat, said to help boost the skin's self defense mechanism. However, it is the collagen peptide that allows the range to be promoted as 'skin plumping' - said to aid the day, night and eye cream in 're-plumping' the areas that are prone to sagging and wrinkles. Viriginie Van de Velde, product manager of the company's skin care division told CosmeticsDesign-Europe, "As the range holds key anti-ageing benefit women are looking for, we predict it will become one of our biggest selling ranges. Thanks to the new technology, the strong claims and a powerful communication strategy, we intend to gain market share in the anti-aging segment". Currently the global anti-aging market is estimated to be worth approximately $50 billion dollars, a figure that is expected to hit $56 billion by 2007 - growth that many analysts believe will continue at break-neck speed in coming years.