10 September 2008

A new website dedicated to shedding light on the anti-ageing sector of the beauty industry has been launched this week. aims to monitor and review products and treatments on the market, as well as encourage consumers to conduct sufficient research before embarking on procedures such as cosmetic surgery.

With an escalating number of anti-ageing products and treatments available on the market, it can be difficult to differentiate between experienced clinics and surgeons, and those who simply want to cash in on the trend.

But aims to deliver dedicated advice and information for people hoping to make sense of the anti-ageing industrys vast offerings.

The Wrinkle-Wrinkle team is led by Jan Edwards, a commercial model and TV presenter with experience in the field of skin care. In a recent interview, Ms Edwards stated: "As nearly 100 million Baby Boomers approach retirement age, this relatively new field of anti-ageing is racing to keep up with them. " She encourages more legislation from governments in order to make sure that anti-ageing cosmetic procedures are carried out in safe, legal conditions.

The team will review both anti-ageing products and treatments, ranging from skin peels and wrinkle-relaxing injections like Botox to dermal fillers and stem cell therapy.

Anti-ageing cosmetic surgery procedures, like facelifts and eyelid surgery, have experienced a surge in popularity worldwide over the last year.

In response to this burgeoning demand, the American Academy of Anti-Ageing Medicine (A4M) has launched a year-long World Anti-Ageing Congress and Exposition taking place from this month. The first conference took place in Sydney, and it will move to Dusseldorf in Germany this week.