Suppliers and manufacturers are pushing scientific boundaries in the search for ever more effective cosmetics and are not afraid to communicate this to consumers. Scientific turnoff However, the P&G survey suggests that the bombardment of scientific buzzwords in the marketing of cosmetics may be a turn off for beauty consumers. Only 12 per cent of the 1,152 women respondents to the survey said that scientific claims on packaging had any influence on their decision to buy an anti-ageing product. "This is likely to be down to consumers being inundated with over-reaching promises about the latest 'quick-fix' or 'facelift in a jar'," said Wendy Lewis, the founder of image consultancy Wendy Lewis & Co. Anti-ageing confusion Not only are women cynical about scientific claims, they are also confused about what really works when it comes to anti-ageing. With regards to cosmeceuticals, 43 per cent of respondents were confused about which ingredients really work. Over half of those interviewed also maintained a simple cleansing, toning and moisturising routine in order to combat the signs of ageing. However, Lewis said: "Cleansing and toning are not technically considered by experts to be steps towards 'de-ageing' your skin." The mounting confusion about the best way to protect against the effects of the ageing process led many women to turn to trusted brands and expensive products. When it comes to buying an anti-ageing cream, 57 per cent of those asked said they opted for well-established and trusted brands while 52 per cent noted price as an important consideration. Ageing priorities As well as covering attitudes to anti-ageing products, claims and ingredients, the survey also sought to discover which signs of ageing are of most concern to UK women. A total of 44 per cent of respondents were worried about a loss of elasticity or sagging, 43 per cent about wrinkles and 28 per cent were concerned about fine lines. "In my experience, American women tend to be more worried about wrinkles, whereas women in the UK are more inclined to accept some fine lines as a natural part of the ageing process," said Lewis. The P&G survey of female attitudes towards anti-ageing was conducted by YouGov.