Anti-ageing products are important for the beauty industry, but the attitude towards ageing is changing as healthy living has turned into a megatrend. In Euromonitor’s survey on the major motivations for skin care purchases, “to prevent signs of ageing” and “to correct signs of ageing” were not in the top ranks. The motivations that topped the list were “to improve the look and feel of my skin”, “for clear and healthy looking skin” and “skin care is an important priority for me”.