Omnireliant, the licensees of Kathy Hilton skin care, has joined forces with Israel based skin care specialists Powder Paper to create a new product for the successful Hilton range. The beauty patch will be added to the Kathy Hilton Private Beauty Spa Collection, which consists of skincare, fragrances and bath and body products, and is targeting the anti-aging market, popular with the baby boomer generation. Designed to treat skin conditions such as skin damage, aging, wrinkles, hyper pigmentation and photo-damage, the beauty patch will be developed making use of skin care technology of both companies. ``Combining our unique delivery skincare systems with a Kathy Hilton branded line will facilitate global means for distribution and rapid consumer awareness of our products," said Ran Gottfried, Chairman and CEO of Paper Power. Targeting the anti-aging market could prove beneficial for all parties involved in the collaboration. With many women now seeking an older, more realistic, role model, such as Kathy Hilton, to endorse the anti-aging and preventative skin care sector the product range is aimed at a large target audience. Findings from a study conducted by personal care giants L'Oreal have shown the peak age of beauty product consumption has increased considerably from 1996. With older women now becoming prime users of age-defying lotions and creams. The peak age in 1996 occurred between 40 and 60, which, by 2005, had shifted to between 40 and 70. Around 40 per cent of 65 to 69 year olds suggested they used an anti-aging cream in 2005, compared to just 20 per cent in 1996. Until now, older women have largely been ignored by the media in terms of beauty care, however, as more and more women increasingly become aware of the benefits of younger looking skin, more and more manufacturers are adapting product lines to suit. The two companies will continue to develop a series of future skincare delivery systems for the Kathy Hilton brand for the premium cosmetics market.