Hand-in-hand with cleansing goes moisturising and it follows that women's interest in looking after and protecting their skin is on the increase .sx Smith & Nephew's research demonstrates that not only are women moisturising more frequently , but that they are purchasing a variety of products to meet specific needs , such as night care and eye care .sx Awareness of the effects of the environment on the skin means that consumers will look for added benefits , such as the inclusion of UVA/UVB sunscreens in products .sx This trend first caught on in the higher priced ranges , such as Elizabeth Arden's Immunage , and now moisturisers with sun protection factors ( SPFs ) are becoming almost commonplace in the mass market .sx The new Nivea Visage day care moisturisers all contain sunscreens , and many moisturising ranges are starting to include them as standard , such as Pure & Simple ( relaunched this month ) , Ponds Creams , the new Rich Moisturising Lotion from Simple , and the recently introduced Synergie range .sx Women's awareness of the profound ageing effect that the sun can have on the skin is increasing , and they are starting to think about protecting the skin from their teens onwards .sx Many brands on the market therefore now have a broad appeal across all age groups , recognizing that an individual's approach to skin care is more important than her age .sx Both Plenitude and Synergie skin care ranges are aimed at a wide spectrum of women aged between 25 and 60 , who expect more than the basics from their skin care .sx These women are interested in trying more sophisticated products offering the high performance which used to be only associated with premium brands .sx As the skin care market becomes increasingly competitive , many companies prefer to adopt this non - ageist approach in an attempt to maximise sales .sx Andrew Fry , Brand Manager for Aapri , believes that , " Brand platforms are moving ; they used to be narrow , but now they are spreading out .sx Manufacturers are avoiding targeting just the young , as population demographics are moving away from them " .sx Since its relaunch , Aapri has moved up the age range and is now aimed at women aged 16 to 35 .sx Previously , its target was teens to early twenties .sx Nivea Visage is targeted more tightly at the 25-34 age group , as Smith & Nephew believe that these women are big spenders in the skin care market , accounting for a 23.5% share .sx They have also identified married women as offering more potential than single ( married women represent 63% of the market ) as well as upmarket ABC1s ( accounting for 59%) .sx L'Oreal , too , are aware of the importance of the ABC1 purchaser , and recent extensions to the hugely successful Plenitude range are aimed at the more upmarket woman .sx According to L'Oreal , Plenitude now has a 6.6% sterling share ( measured during March/April 1991 ) and is the number two brand on the market behind Oil of Ulay .sx Its success lies in bringing affordable yet sophisticated products within the reach of the mass market with particular emphasis on the anti-ageing claim .sx For example , Plenitude's Contour R e gard is a high performance eye product with liposomes which claims to help delay the ageing process .sx Like Plenitude , many other brands now boast specific eye care products within their ranges .sx Est e e Lauder's Eyzone Repair Gel set the trend for specialised eye care , and is part of the growing consumer need for individual products for specific needs , while Vichy have addressed this trend with brands such as Restructure Eye Contour Gel .sx Now , however , specialised eye care becomes even more accessible ( both in price and in distribution ) as Synergie launch Bio-Contour Eye Gel and Ultra Gentle Eye Make-up Remover .sx Although anti-ageing claims are becoming more commonplace across the whole skin care market , Vichy believe that the trend in the future will be towards 'hydrators' which restore the skin's natural level of moisture and act as a protective barrier against the environment .sx Equaliance Hydra-Repair Cream is such a product and , like other sophisticated moisturising products , it contains liposomes claiming a 'repairing' action which works on the epidermis .sx .sx Pharmacy-only brand Vichy is renowned for its skin care reputation , and this is extended into cosmetics with a range of foundations which not only add colour but also care for the skin .sx As technical advances are made both in skin care and colour cosmetics , it is likely that more make-up brands will incorporate skin care preparations .sx The recently introduced Clarins Colour range promises formulations which help to protect the skin from pollutants in the atmosphere as well as allowing the skin to breathe .sx Meanwhile , Boots No .sx 7 is being relaunched this month with the introduction of Made to Measure Make-up , a foundation with the addition of customised skin care treatments .sx But will these new skin care/make-up products encroach on the traditional skin care market ?sx Frederique Texier , Brand Manager for Plenitude , thinks not .sx She ventures that " the main action of a traditional skin care product is to protect and moisturise the skin - essentially , it works on the condition of the skin .sx The main action of cosmetics is to use colours to make a person look more attractive .sx They work primarily on the exterior appearance of the skin " .sx Smith and Nephew also believe that it is unlikely that cosmetics with skin care benefits are actually detracting from traditional skin care sales .sx This is because few consumers seem prepared to forego the benefits of their usual moisturiser , but are likely to choose make-up products which offer additional performance benefits as a means of enhancing - rather than replacing - their regular skin care r e gime .sx As consumers demand more from their skin care , so too are they expecting the cosmetics they buy to offer more than just colour .sx Far from being in danger of losing out to make-up , the skin care market looks set to flourish as women continue to use more products on a more frequent basis , matching them to different usage occasions .sx Skin Care Notebook .sx TOILETRY .sx Nivea Visage ( Smith & Nephew ) was first launched in France where it has become the No 1 moisturising range .sx For the UK , there are eight products for cleansing , day moisturising and night care , aimed at 25-35 year olds .sx pounds1 .sx 8 million is being spent on advertising on TV and in the women's press and the range is priced between rsp .sx pounds2 .sx 69 and pounds5 .sx 50. Ponds Day Creams ( Elida Gibbs ) have been reformulated to include UVA and UVB protection .sx In order to encourage consumer trial , an on-pack leaflet will be attached to the 100ml sizes of Light Day Cream and Dry Skin Cream detailing the importance of using a day time moisturiser with sunscreens .sx It also offers existing users the opportunity to send a friend a free 25ml trial size of one of the new products .sx Simple ( Smith & Nephew ) has added Rich Moisturising Lotion to its range of non-perfumed , non-coloured products .sx It provides deeper moisturising and protection for drier and more mature skins and incorporates UVA and UVB sunscreens .sx It retails at pounds2 .sx 40 for 150ml .sx Timotei ( Elida Gibbs ) is introducing a Facial Scrub to its skin care range .sx It is based on natural ingredients and combines an exfoliator with an effective cleansing lotion element thereby performing a dual function .sx The launch coincides with a national promotion to encourage trial - this consists of an on-pack collar across the existing range of products which invites customers to send off for a coupon redeemable against a full size Facial Scrub .sx It will cost rsp .sx pounds2 .sx 24 for a 50ml tube .sx Pure & Simple ( SmithKline Beecham ) is being relaunched in new white and purple packaging and reformulated with updated ingredients , a reduction of oiliness in the cleansers and moisturisers , and the addition of UVA and UVB filters in the Moisturising Lotion .sx Replenishing Cream for dry skin is being introduced with a patented formulation which also contains sunscreens .sx The range retails between pounds2 .sx 49 and pounds3 .sx 99. Cyclax ( Lentheric Morny ) is running a consumer promotion until December this year .sx A luxury towelling bathrobe can be obtained for a discount price of pounds9 .sx 95 plus proof of purchase of Cyclax Moistura Fragrance Free .sx Vaseline Intensive Care UV Daily Defence Lotion is an interesting new proposition - in fact , described by its manufacturers as " unique " - which takes the concept of everyday UV protection and incorporates it into a simple , no-nonsense lotion .sx Ideal for use on the face and body , this light moisturising lotion is easily absorbed and offers both UVA and UVB protection .sx Syngergie sic !sx ( Laboratoires Garnier ) introduces Bio-Contour Eye Gel ( rsp pounds5 .sx 99 ) - a cooling hypo-allergenic , opthamologically-tested gel to counteract shadows , puffiness and fine lines and wrinkles .sx The active ingredients include plant extracts ( papaya and pineapple ) , collagen , amino acids and vitamin E - the latter carried and released via hi-tech 'liquid crystals' .sx Also new is Ultra Gentle Eye Make-up Remover ( rsp pounds2 .sx 99): a gentle rose-scented liquid remover with allantoin which is pH balanced to that of tears and is opthamologically-tested for sensitive eyes and contact lens wearers .sx Facing Facts in the '90s .sx High performance products , stylish new packaging :sx Pure & Simple presents a new and caring promise to 'Protect skin today .sx For tomorrow' , with an integrated range designed for today's busy woman .sx As women move into the most health-aware decade ever , it has become increasingly apparent that maintaining a healthy complexion takes a long term plan of action .sx For smooth , supple skin in the future , care has to be taken now .sx Thus , the new Pure & Simple message is appropriately simple :sx " Protect your skin today .sx For tomorrow " .sx The new Pure & Simple range has been developed retaining the brand's existing core values of purity and naturalness .sx Pure & Simple has always been seen as a kind , caring range and the new product line-up reiterates that message perfectly .sx Pure & Simple now sets superior new levels of performance in toiletry skin care - a particularly buoyant sector of the market which currently accounts for 51% of sales worth pounds378 million .sx Today's Pure & Simple user is well-educated in her knowledge and attitudes towards skin care .sx That's why she is unwilling to compromise on products which only offer short term benefits , whoever luxurious they may first appear .sx By choosing Pure & Simple , she can enjoy sophisticated new formulations which have benefited from the kind of hi-tech research and development which only a company like SmithKline Beecham can provide .sx And the benefits which these products offer your customer - like UV filters for essential protection - are the kind of skin care benefits which , previously , you would only expect to find in premium or consultancy-only ranges .sx So how has Pure & Simple changed ?sx The first difference you will notice is the outer packaging .sx Smart cellophane-wrapped outer cartons in cool white with deep purple trim and silver graphics tell you , once again , that this is no ordinary skin care collection - expectations that are met in whole by the products inside .sx Cleansing and toning are always important steps in facial skin's fight against the outside world .sx In response , Pure & Simple's cleansing portfolio has been streamlined to offer two essential formulations , before toning with a fresh alcohol-free toner :sx Deep Cleansing Lotion .sx Always a favourite with Pure & Simple users , an improved non-greasy formulation now boasts a deep down cleansing action for healthier-looking skin ; .sx Facial Washing Gel .sx Washing gels are currently the fastest growing type of cleansing product and this soap-free gel also contains a beneficial skin conditioner for improved softness and smoothness .sx The new squat tube features a flip-top cap for increased ease of use ; .sx Gentle Skin Toner .sx Light , gentle and alcohol-free , this toner suits all skin types perfectly , with its instant refreshing action .sx Moisturising , however , is naturally the key area in any skin care range , with moisturising products selling almost twice the volume of cleansers and three times as many toners .sx In the new Pure & Simple range , there are three moisturisers to choose from , including a very exciting new product :sx Light Moisturising Lotion .sx Easily absorbed , this lotion contains glycerin and UVA/UVB filters for all-round protection and maximum moisturising .sx Helps delay signs of ageing and encourages supple and radiant complexion ; .sx Body Conditioning Lotion .sx Equally light , this non-greasy lotion has a deeper conditioning action , thus offering day-long moisturising protection ; .sx