The ingredient, Renovage, is said to not only fight wrinkles, but to also 'restore a youthful appearance' by treating loss of tone and other common skin ailments put down to ageing. Most facial skin care products on the market at present claim that they can significantly diminish and reduce wrinkles. However, with so much choice sometimes confusing the consumer, companies are beginning to diversify product ranges in order to target a wider audience of women who are now looking for 'preventative' action rather than a 'quick fix'. Renovage is said to be an active ingredient that acts as both a cell facilitator and corrector counteracting the cutaneous dysfunctions. These are related to 'less efficient cell physiology' that leads to 'ageing cells'. However, the ingredient's main attraction is its alleged ability to avoid premature cell senescence, with many properties showing cutaneous functional and structural recovery. This then helps to counteract the onslaught of fine lines around the facial area, according to in-vitro tests carried out by the company. These features give the ingredient a head start in the preventative skin care market, targeting younger demographics who are increasingly becoming aware off effective skin care from an earlier age and are desiring products that will hold of the signs of ageing. Formulators at France based company, LifeLab, also tapped into the preventative concept last year, creating a skin care range for men that is said to have a key preventative role in the ageing process, helping to slow down the wrinkling process. Likewise, a skin care range created from spring water extracted from the UK town of Harrogate has been heralded as having preventative action in the ongoing treatment of dermatological skin complaints such as eczema.