Brighton-based firm Raw Gaia has taken the unprecedented step of removing all anti-ageing references from the labelling of its 'Living Skin Care' range - creating a campaign against the anti-wrinkle market that is currently exploding in the skin care segment.
Releasing a statement that rebels against the current body perfect image portrayed in the media, the company has developed a controversial marketing strategy to promote its range of products as simply a way to create 'healthy' skin, rather than highlighting the anti-wrinkle or rejuvenation qualities of skin care products.
" The images of femininity and beauty that we see all around us are of women that literally don't exist" said Lisa Lennon, managing director of Raw Gaia.
" Evidently, the company is not suggesting that people shouldn't use skin care products.
People should have healthy skin that is generated by products that promote healthy skin - both aged and young".
The company claims to only use organic, vegan and unheated plant-based ingredients.
And by using a low temperature process the product range retains all the natural nutrients derived from the natural ingredients, which can sometimes be killed by heat processes.
Likewise the low temperature process avoids the creation of toxic compounds.
The company's backlash against the anti-ageing market sets a precedent amongst the influx of cosmetic and skin care products that promote 'younger looking skin'.
The anti-aging market has hit such heights that it is now the leading segment within skin care, having an annual growth rate of 11.3 per cent expected by 2010 - one of the highest growth rates for the whole cosmetics industry.
This has caused the sector to become over-run with competitors vying to create the most innovative products that cater to growing demands from consumers.
Large multinational companies, such as L'Oreal and Unilever have begun to move towards promoting a healthier body image amongst consumers, creating promotional campaigns for skin care lines using 'real' women and celebrities with age spots, curves and grey hair.
Unilever's global campaign for its highly successful Dove brand has become notorious in the skin care segment, with the models ranging in body size and skin colour.
"Dove seeks to create an attitudinal change in the anti-aging category -- from negative and fear-driven to affirmative and hope-driven," said Kathy O'Brien, Dove marketing director